Socio-psychological factors influencing intent to adopt conservation practices in the Minnesota River Basin

In the upper Midwestern United States, one of the central goals of agri-environmental policy is to reduce environmental and water quality degradation resulting from agriculture without sacrificing production. The primary tool available to policymakers is offering farmers incentives to voluntarily adopt more conservation practices, often known as Best Management Practices (BMPs). Using the Theory of Planned Behavior (TPB) and Diffusion of Innovation (DoI) frameworks, we surveyed 2000 agricultural landowners in the Minnesota River Basin to explore the socio-psychological drivers of the adoption decisions for specific BMPs such as wetlands, cover crops, and nutrient management. We found that attitude (both favorable and unfavorable), awareness of environmental problems, and appreciation of ecosystem services significantly affected landowners' adoption intentions for the three BMPs. We applied landowner segmentation analysis and compared both the socio-psychological and socio-demographic features among different landowner segments (i.e. environmentally-conscious landowners, engaging-absentee landowners, and adoption-averse landowners). Our study can inform the development of targeted conservation policies for various landowner types to motivate BMPs adoption.