Date of Graduation

5-2023

Document Type

Thesis

Degree Name

Master of Science in Agricultural & Extension Education (MS)

Degree Level

Graduate

Department

Agricultural Education, Communications and Technology

Advisor/Mentor

Miller, Jefferson D.

Committee Member

Cox, Casandra K.

Second Committee Member

Wood, Lisa S.

Keywords

Conservation easement; Conservation marketing; Land conservation; Landowner; Sustainability; Theory of planned behavior

Abstract

Conservation easements are one of the most popular voluntary, legally binding programs that allow individual landowners to use their property to protect the environment. There is a definite need for educational and persuasive messaging targeted towards landowners regarding adopting conservation easements. There is currently little to no existing literature specifically related to the attitudes and behaviors landowners possess towards conservation easements. This study aimed to fill a gap in literature by gathering information from landowners in Northwest Arkansas and Northeast Oklahoma, using a quantitative survey. Respondents were asked to identify their awareness-level knowledge about conservation easements, as well as rank incentivizing and disincentivizing factors that would influence their decision to adopt conservation easements. Respondents were also asked questions regarding their communications preferences. Researchers identified that there is a strong need for regional easement organizations to increase their awareness-level educational communications efforts. In addition, participants noted a strong desire for more personalized digital and unstructured in-person communications methods to be used by easement organizations.

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