Why Do Cattle Ranchers Participate in Conservation Easement Agreements? Key Motivators in Decision Making
When communicating with farmers and ranchers, land conservation professionals would be better equipped if they understood key influences on their target audience's decisions to permanently preserve their land from development. This study predicted key factors influencing rancher engagement in a conservation easement (CE) agreement. Specifically, theory of planned behavior, trust, environmental identity, past behavior, perceptions of specific CE characteristics and selected participant demographics were used as predictors.