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).

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经济和环境信息框架的保护行为及影响

对于寻求影响保护行为的环境组织来说，强调保护的经济和环境利益是常有的事，但是这些信息框架很少经过测试。我们在针对密西西比河流域农田所有者的保护性农业计划的招募中嵌入了一个大型消息框架实验。我们发现，与信息性消息（控制）相比，带有框架的消息不会增加农业计划中的注册人数（所需的保护行为），并且可能会减少尚未采用保护性做法（即覆盖作物）的农田所有者的注册人数。