An Integrated Moral Obligation Model for Landowner Conservation Norms

ABSTRACT

This study applies an integrated moral obligation model to examine the role of environmental and cultural values, and beliefs in the activation of landowner conservation norms. Data for this study were collected through a self-administered survey of riparian landowners in two Minnesota watersheds: Sand Creek and Vermillion River watersheds. Study findings suggest that collectivistic and biospheric–altruistic values form the bases for the activation of personal norms. Further, beliefs about local responsibility and ability to act influence personal norms to protect water resources. Findings suggest that landowners’ personal norms of water conservation are more likely to be activated by conservation strategies that appeal to biospheric–altruistic and collectivistic values, emphasize adverse consequences of water pollution, highlight water resource protection as a local responsibility, and provide the resources needed to protect water resources.

KEYWORDS:

• Human dimensions
• pro-environmental behavior
• social dilemma
• watershed management

Acknowledgments

The authors thank Paul Nelson, Scott County Watershed Management Organization, and Mark Zabel, Dakota County, Vermillion River Watershed Joint Powers Organization, for their insight and support throughout the study. We also thank Amanda Sames, Paula Swingley, Darren Bundy, and Christine Yaeger for their assistance with data collection. We are also grateful to the survey respondents in the study watersheds.