Conservation outreach that acknowledges human contributions to climate change does not inhibit action by U.S. farmers: Evidence from a large randomized controlled trial embedded in a federal program on soil health.

Technologies and practices that reduce the environmental impacts of US agriculture are well documented. Less is known about how best to encourage their adoption. We report on the results of a large randomized controlled trial conducted with nearly 10,000 agricultural producers in the United States. The experiment was embedded in US Department of Agriculture outreach efforts to improve soil conservation practices. USDA varied the content of mailings to test two sets of competing theories about outreach to agricultural producers. Contrary to conventional wisdom, we find no evidence that acknowledging the link between climate change and agricultural production discourages conservation action. Furthermore, we find that producers who were invited to a webinar were less likely to take any action to learn more about conservation practices than producers who were not told about the webinar, a result that runs counter to the popular wisdom that offering more options leads to more action.