Non-source nutrients (e.g., nitrogen, phosphorous) from agriculture have created a massive hypoxic zone in the Gulf of Mexico. This zone contains no oxygen and is devoid of life. US Department of Agriculture programs provide direct payments to farmers to encourage adoption of practices that reduce nutrient pollution. Paying farmers to change behavior, however, is expensive. Personal and social norms may serve to reduce these payment costs by motivating farmers to take action without external reward. This study explored relationships between three normative concepts (awareness of consequences (AC), ascription of responsibility (AR), subjective norms (SN)) and Illinois farmers’ intention to continue participation in conservation without financial compensation. Data were obtained from a mailed questionnaire. Only farmers who were currently being paid to participate in a conservation program were included in the analysis ( n = 551). Using norm activation theory and the theory of reasoned action, we hypothesized that SN would be positively related to AC, AR, and conservation intentions without compensation. We also predicted that AC would be positively related to AR, and that AC and AR would be positively related to conservation intentions. All hypotheses were supported. Both personal norms (AC, AR) and social norms (subjective norms) were related to intentions to continue conservation without pay. Behavioral interventions that activate norms may help facilitate conservation without payments. As applied in this study, activating personal and social norms may serve to reduce nutrient pollution from agriculture that is flowing into the Gulf of Mexico and resulting in the hypoxic zone.

中文翻译：

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规范对农民无偿保护意愿的影响

来自农业的非源营养素（例如氮、磷）在墨西哥湾形成了一个巨大的缺氧区。这个区域没有氧气，也没有生命。美国农业部计划向农民提供直接付款，以鼓励他们采用减少养分污染的做法。然而，付钱给农民以改变行为是昂贵的。个人和社会规范可以通过激励农民在没有外部奖励的情况下采取行动来降低这些支付成本。本研究探讨了三个规范概念（后果意识 (AC)、责任归属 (AR)、主观规范 (SN)）与伊利诺伊州农民继续参与保护而无需经济补偿的意愿之间的关系。数据是从邮寄的问卷中获得的。分析中仅包括目前因参与保护计划而获得报酬的农民 (n = 551)。使用规范激活理论和理性行动理论，我们假设 SN 将与 AC、AR 和保护意图正相关，而无需补偿。我们还预测 AC 将与 AR 正相关，AC 和 AR 将与保护意图正相关。所有假设都得到支持。个人规范（AC、AR）和社会规范（主观规范）都与继续无偿保护的意图有关。激活规范的行为干预可能有助于促进无偿保护。在本研究中应用，