Open AccessConservation behavior and effects of economic and environmental message frames
Author(s) -
Reddy Sheila M.W.,
Wardropper Chloe,
Weigel Collin,
Masuda Yuta J.,
Harden Seth,
Ranjan Pranay,
Getson Jackie M.,
Esman Laura A.,
Ferraro Paul,
Prokopy Linda
Publication year - 2020
Publication title -
conservation letters
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.153
H-Index - 79
ISSN - 1755-263X
DOI - 10.1111/conl.12750
Subject(s) - conservation agriculture , framing (construction) , agriculture , business , natural resource economics , environmental resource management , environmental planning , geography , environmental science , economics , archaeology
Emphasizing the economic and environmental benefits of conservation is business‐as‐usual for environmental organizations seeking to influence conservation behavior, but these message frames are rarely tested. We embedded a large message framing experiment into the recruitment for a conservation agriculture program targeting farmland owners in the Mississippi River Basin. We found that framed messages do not increase enrollment in the agricultural program—the desired conservation behavior—compared to an informational message (control) and may decrease enrollment among farmland owners not already using conservation practices (i.e., cover crops).