Informational nudges in conservation auctions: A field experiment with U.S. farmers

In the U.S., the fifth largest “crop” is vegetation dedicated to environmental conservation. Over 22 million acres of perennial covers are planted on environmentally sensitive land enrolled in U.S. Department of Agriculture’s Conservation Reserve Program (CRP), one of the largest agricultural conservation programs in the world. About half of CRP lands are enrolled through a complex reverse auction called the General Signup. The communication of program options to participants could have an important behavioral impact. Psychologists have found that information presentation in complex decision environments can interact with the bounded rationality and cognitive biases of decision makers. We tested two changes in the status quo CRP decision environment using an incentivized, lab-in-the-field experiment with 701 prior General Signup participants. First, program participants typically make an active choice over which cover practice to plant and how much of a discount to offer, where the discount is a reduction in their annual program payment. Changing that default to an opt-out, high-scoring offer resulted in a 13 percentage point increase in selection of the best practice and a 48 percent increase in the average discount. In the actual CRP, that increase in discounting would reduce total program costs by about $30 million per signup. Second, shifting to real-time updating of offer scores modestly reduced the frequency with which participants revised their offers, suggesting a reduction in transaction costs. From a policy perspective, these results suggest that small changes in conservation auctions could both improve the quality of conservation practices and reduce program costs.