Awards: Untapped motivation for agricultural conservation behavior

There are many examples of nonmonetary awards which can serve as proxies for social recognition of good agricultural stewardship and conservation behavior. However, the degree to which these awards motivate implementation and sustained use of conservation practices (such as cover cropping) has not been adequately examined. In this study, we used a serious game approach to explore the effect of nonmonetary conservation awards on participants’ agricultural management decisions in an online experiment. Our results show that study participants were highly motivated to implement cover crops on a year-by-year basis by the fictional Ecobadge award, particularly when award thresholds were set at low levels. There was no difference between participants with prior agricultural experience and those without. Although participants who were not motivated to seek the Ecobadge achieved higher mean financial returns, they also had a wider variation in their financial performance as a group. Those who attained the Ecobadge were less risk-tolerant than those who did not. Achievement of the Ecobadge decayed over several rounds of game play, except among participants who planted cover crops on a high percentage (≥50%) of their land, suggesting these participants possessed high intrinsic motivation. This exploration suggests that nonmonetary awards have high potential to serve as motivational tools to increase adoption of cover crops and potentially other agricultural conservation practices, likely as part of a suite of motivational strategies. We suggest that organizations reconsider how they issue these awards. Better integration of awards with opportunities for peer-to-peer recognition among farmers is a promising approach to expand implementation of conservation practices.