Understanding landowners’ intention to voluntarily engage in conservation initiatives is essential to designing more realistic projects and interventions. In this study, we used the Theory of Planned Behavior to identify the psychological constructs underlying landowners’ intention to restore areas with native vegetation on their properties over the next three years. We extended the model, investigating whether the perception of ecosystem services, age, number of springs, and size of property affect the intention studied. We interviewed 75 landowners whose properties are in the surroundings of a public protected area in Brazil and applied structural equation modeling to analyze the acquired data. The results agree with the predicted relationship between attitudes and intention. Furthermore, perception of the ecosystem services and the number of springs on a given property are two factors which directly affect attitude and indirectly affect the intention to restore. Younger landowners are more willing to restore. These results suggest that understanding the benefits of conserving biodiversity on farmland affects management practices. Investing in educational initiatives to promote more knowledge about ecosystem services will increase the involvement of more landowners in future conservation programs.

了解土地所有者自愿参与保护计划的意图对于设计更现实的项目和干预措施至关重要。在这项研究中，我们使用了计划行为理论来确定潜在的心理建构，这些心理建构是土地所有者在未来三年内恢复其自然植被覆盖地区的意图。我们扩展了模型，调查了生态系统服务的感知，年龄，泉水数量和财产规模是否会影响研究目的。我们采访了75位地主，他们的财产都位于巴西的一个公共保护区周围，并应用了结构方程模型来分析所获取的数据。结果与预期的态度和意图之间的关系吻合。此外，对生态系统服务的感知以及给定财产上的泉水数量是两个因素，它们直接影响态度而间接影响恢复的意图。年轻的土地所有者更愿意恢复。这些结果表明，了解保护农田生物多样性的好处会影响管理实践。投资于教育计划以增进对生态系统服务的了解，将使更多土地所有者更多地参与未来的保护计划。