The primacy of endozoochory for the maintenance and expansion of many woody plant populations is well known, but seed dispersal is not well understood for most species. This is especially true for rare species, where small population size and low fruit production can limit field- or observation-based experiments. Additionally, the effect of environmental heterogeneity on disperser movement is rarely investigated but has been shown to improve estimates of plant population spatial patterns and dynamics. We used simulation experiments to explore the effects of environmental heterogeneity and disperser movement on Lindera subcoriacea seed dispersal, a rare shrub from the southeastern United States with avian-dispersed seeds. Our experiments incorporated environmental heterogeneity and simulated disperser movement for five bird species, based on either landscape permeability or straight path rules. We anticipated that permeability-based movement would result in greater dispersal distances and seed dispersal effectiveness, which characterizes both quantity and quality. Generally, we did not find differences in seed dispersal between permeability and straight path experiments. However, we did find that permeability-based experiments had greater deposition into suitable habitat during flight (23 vs. 1%). These rare but longer distance depositions may be especially important for plants that are influenced by gap or interpopulation dynamics. We also found consistently greater dispersal into high quality habitats regardless of disperser species in permeability experiments, implying that incorporating species-specific assessments of landscape utilization (occupancy) could influence the effectiveness of seed dispersal. Our study suggests that including environmental heterogeneity in seed dispersal models can provide additional insights not provided by avian parameters (e.g., gut capacity, seed retention time, and flight speed) commonly used to inform dispersal models.