The Role of Social Norms and Economic Incentives in Encouraging the Adoption of Native Gardens

Abstract

Various policy interventions can be implemented to motivate individuals to adopt pro-environmental landscaping behaviours. Here we compare the influence of economic incentives and social norms on urban landowners’ adoption of native gardens. First, we model the relationship between social norms and landowners’ actual land-use decisions. We then estimate adoption intention under different support programs using a choice experiment, also considering social norms. We find social norms can play a significant role in the adoption of native gardens, comparable to relatively expensive financial incentives. Therefore, social norms may enhance the performance of incentives to increase rates of land conservation.