Human Health vs Ecological Function? Testing Conservation Framing in Vermont
Rutkowski, Kat
Rutkowski, Kat
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Abstract
As land conversion drives biodiversity loss and ecosystem service diminution across the world, conservation has become a critical component of preventing ecological collapse. U.S. states like Vermont are tasked with implementing policies such as the 30x30 project to combat degradation. Today, policymakers� challenge is how to frame conservation to widen, intensify, and maintain necessary public support. Previous work has found that framing pro-environmental action can influence support, and there is disagreement as to whether anthropocentric (human-centered) or ecocentric (nature-centered) framing is more effective. We conducted a survey experiment assessing the effectiveness of two different framings of the benefits of conserving land (N = 523). Comparing an ecocentric framing to an anthropocentric one, we aimed to uncover whether one frame held a strategic advantage in increasing support for conservation in Vermont. We also examined which aspects of conserved land were most important to the subjects and what kinds of values they revealed. Our results did not show that framing significantly influenced stated support for conservation. However, we found that subjects which received the anthropocentric framing were significantly more willing to engage in desired conservation actions (ex. Limiting development of one�s land) compared to those that received the ecological benefits framing treatment. These findings contribute to the framing literature by exploring how two frames behaved in a specific context and challenging the argument that conservation messaging should adopt an ecocentric approach. Secondarily, our results revealed a strong preference amongst Vermonters for the nature-centered aspects of conserving land. Policymakers seeking to realize conservation goals may increase participation by spotlighting benefits to human health and well-being. Overall, our results underscore the importance of audience and content consideration in conservation messaging.
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Date
1/1/2026
Student Status
Senior (Graduating in 2026)
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Poster
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Sustainability, Ecology, and Policy
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Rubenstein School of Environment and Natural Resources
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Social Science