Normative, livelihood, and demographic influences on enrollment in a payment for ecosystem services program

Payment for ecosystem services (PES) has emerged as a leading conservation mechanism worldwide, and its success depends largely on landholders' willingness to enroll in and comply with these programs. Researchers have suggested program duration and perceived social norms may influence enrollment, but empirical evidence is sparse. There is also conflict over the influence of other socioeconomic, demographic, and farm characteristics. This study, based in Fanjingshan National Nature Reserve in southwestern China, uses a choice experiment and mixed-effects model to quantify how payment level, duration of program, social norms, and demographic and economic factors affect farmers' willingness to enroll in a PES program. Results suggest higher neighbor participation increases willingness to enroll, as does higher payment level, but contract duration does not. Other factors associated with higher enrollment include being allowed to plant economically productive trees, having lower educational attainment, having local off-farm work, owning no livestock, and not having lived in one's current neighborhood since birth. These results suggest PES implementers may improve enrollment by targeting households with these conducive characteristics and by utilizing tree species with sellable products like tea and herbs. Moreover, results suggest implementers may improve enrollment by emphasizing neighbors' enrollment while recruiting new participants, thereby capitalizing on perceived social norms.