PRACTICAL APPLICATION OF MORAL FOUNDATIONS THEORY IN THE ADOPTION OF MIXED SPECIES GRAZING IN OKLAHOMA RANCHERS

Author

Zachary William Carter, Southern Illinois University CarbondaleFollow

Date of Award

8-1-2024

Degree Name

Master of Science

Department

Geography and Environmental Resources

First Advisor

Hurst, Kristin

Abstract

Woody Plant Encroachment (WPE) is the shifting in dominance of herbaceous to woody species resulting in the degradation of grassland ecosystems. WPE has widespread effects on biodiversity, livestock productivity, and other ecosystem services such as groundwater recharge. One promising way to manage WPE is through Mixed Species Grazing (MSG), or the introduction of browsers such as goats into existing cattle operations. Despite the benefits of this practice, the adoption of MSG in the southern great plains is low. One technique that is promising in encouraging environmental behaviors is known as moral reframing. Based on Moral Foundations Theory, moral reframing attempts to make messages more persuasive by utilizing moral foundations that are the basis of our moral intuitions. I conducted an online survey with ranchers in the Southern Great Plains of the United States to gather information on the diversity of opinion on the feasibility of using MSG across this region. The survey consisted of open-ended questions about various economic aspects of participants’ ranching operations, the level of encroachment on their land, and their feelings of ethical obligation to prevent the spread of WPE. The survey found many ranchers in support of using to control WPE but mixed responses to the suggestion of using a moral argument to promote MSG. The divisive response has implications for future outreach efforts. Additionally, to test the effect of moral reframing using container gardening as an environmental behavior, I conducted an experiment where I recruited 600 participants and compared the effect of reframed conditions on multiple container gardening DVs including recording the time spent reading an article and an Interest in Gardening Questionnaire. The experimental manipulation did not result in a significant difference between groups for the time spent, Interest in Gardening, or willingness to receive a newsletter on container gardening.