Loss of natural heritage is a problem that is particularly prevalent in areas of high population density. We used a survey to understand the factors that drive environmental behavior of landowners in southwestern Ontario, Canada. The survey, which contained questions about environmental attitude, pro-environmental behavior and demographics, was mailed to 18,090 rural route addresses, and we received 3256 completed surveys (18% response rate). Two types of environmental behavior, namely voluntarily increasing the area of land set aside for conservation, and enrollment in a conservation stewardship program, were significantly correlated with a positive attitude towards conservation. Financial considerations also played a role. We showed that the biggest motivator to enroll in a wetland enhancement program was access to 'more information on how the decline in wetland area affects them personally', while 'public recognition' was the least motivating factor. We suggest that enrollment in voluntary land stewardship programs might be increased by providing information about the effects of ecosystem loss, and by providing financial incentives for participation. In a larger social context, outreach programs by government agencies could focus on improving pro-environmental attitudes, which in turn is likely to result in more pro-environmental behavior of landowners.

Environmental decisions taken by farmers often depend on their age, gender, and formal education. Changes in these demographic variables are therefore important for designing long-term environmental policies. However, studies on the effect of demographic variables on environmental behavior often show conflicting results. Here, we used mail survey data (n = 3069) to determine whether education levels of landowners in rural southwestern Ontario, Canada, varied with age, gender, and occupation ("farmer" or "non-farmer"). Education level increased with decreasing age in all landowners with the exception of male farmers, where the opposite trend was observed. This striking result highlights the importance of taking into account interactions among demographic variables. The unexpected decrease in education level in young male farmers is cause for concern and may need to be taken into consideration by policymakers in the design and implementation of agri-environmental programming.J. Brick and S. Nebel, Upper Thames River Conservation Authority,