Understanding landowner participation in the Conservation Reserve Program in the U.S. High Plains region

Understanding the array of financial and non-financial decision-making drivers of private landowners with vulnerable cropland for enrolling in the United States Department of Agriculture’s Conservation Reserve Program (CRP) is critical for the success and cost-effectiveness of agricultural policies that aim to create long-term agri-environmental security. Following the underpinnings of the Theory of Planned Behavior, we used Structural Equation Modeling to test the predictive validity and impacts of socio-cognitive variables: attitude, subjective norm, and perceived behavioral control, on landowners’ intent to enroll in CRP. We analyzed mailed survey data of landowners in the western High Plains of the United States, where irrigated agriculture is a major economic activity, and cropland consists of vulnerable wetlands that play a role in recharging the Ogallala Aquifer. Overall, landowners had a positive attitude towards the wetland conservation benefits of CRP enrollment and its benefits of preventing soil erosion and sedimentation. In addition, attitudes, subjective norms, and perceived behavior controls positively influenced landowners’ intentions to (re)enroll in CRP. Among the three predictors, subjective norms had the largest influence. Landowners’ understanding of CRP benefits in improving water quality and availability, and opinions from their neighbors and other landowners were the most significant measured variables affecting their intention to enroll. For enhanced outreach and long-term success, we suggest that policymakers recognize and respond to a range of non-financial motivations to better design programs that represent the conservation benefits of wetlands to leverage their willingness to participate. Furthermore, (re)enrollment acres could be enhanced by understanding local barriers related to landowners’ skills and knowledge and fostering collaboration and coordination among different federal conservation programs in the region.