Beliefs underlying preservation of native vegetation beyond legal requirements: an elicitation study among landowners in Cerrado

The Brazilian Cerrado is one of the most biodiverse hotspots in the world, the birthplace of major rivers, and plays a crucial role in climate stability. Despite ongoing efforts to conserve the native vegetation within this biome, a significant amount of land remains legally available for conversion. This situation raises concerns, as landowners are likely to continue clearing areas for agricultural production due to its legality and the substantial economic incentives involved. This poses a direct threat to the ecosystem services provided by the Cerrado. To delve into the beliefs of landowners regarding the preservation of native vegetation beyond legal requirements on their properties, we adopted a theory-based approach, specifically the Theory of Planned Behavior. These beliefs serve as the foundation for designing and implementing effective conservation initiatives. A qualitative survey was conducted with a convenience sample of 21 landowners in Mato Grosso do Sul, Cerrado, Brazil. Through content analysis, we identified a total of 30 salient behavioral, normative, and control beliefs. Behavioral beliefs underscored the environmental benefits of preserving more than legally required, while acknowledging existing economic constraints. Normative beliefs revealed the expectation for approval for preservation from groups historically in disagreement or conflict with landowners. Control beliefs highlighted economic incentives as facilitators for preservation; however, landowners fear losing rights over land, and fear being watched by the state through surveillance and monitoring systems. The implications of these findings for conservation initiatives are thoroughly discussed, recognizing the delicate balance between environmental preservation and the economic considerations that influence landowners in the Cerrado region.