{"id":4494,"date":"2016-06-27T14:57:53","date_gmt":"2016-06-27T18:57:53","guid":{"rendered":"https:\/\/engineering.jhu.edu\/magazine-archive\/?p=4494"},"modified":"2019-08-06T16:43:25","modified_gmt":"2019-08-06T20:43:25","slug":"good-behavior","status":"publish","type":"post","link":"https:\/\/engineering.jhu.edu\/magazine-archive\/2016\/06\/good-behavior\/","title":{"rendered":"Good Behavior"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/ZEzjyADdhd4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<blockquote><p>Paul Ferraro is looking to win-win incentives to save the Chesapeake Bay\u2014and the planet.<\/p><\/blockquote>\n<p>When <a href=\"http:\/\/engineering.jhu.edu\/dogee\/faculty\/paul-ferraro\/\">Paul Ferraro<\/a> was a young, idealistic biologist working to preserve the eastern forests of Madagascar, a chance encounter with an economist sparked the idea that, just perhaps, he should consider the behavior of people\u2014not plants or animals\u2014if he wanted to solve complex environmental problems.<\/p>\n<p>The ensuing two decades took Ferraro on a tour of the world\u2019s most biologically diverse regions, from the wilds of Africa and Australia to Costa Rica and the United States. Along the way, while earning a PhD in economics, he turned this idea over in his mind, allowing it to percolate. He is now a leading voice in the field of behavioral economics as it applies to conservation.<\/p>\n<p>Behavioral \u201cnudges\u201d to achieve social policy objectives are all the rage in some circles, says Ferraro, but they haven\u2019t been widely adopted to protect the environment. Example: The U.S. government successfully urges millions of people to save for retirement by offering employers a tax break for matching savings in tax-qualified 401(k) retirement plans. Yet U.S. conservation programs that aim to encourage farmers to \u201csave\u201d or set aside environmentally sensitive lands have met only a lukewarm reception.<\/p>\n<p>According to Ferraro, when it comes to protecting resources, such as forests, waterways, or animals, policy often falls short because it fails to draw upon the insights offered by social sciences, like economics, sociology, and psychology. To make matters worse, he says, most environmental policy lacks the rigorous, evidence-based testing that\u2019s been developed in fields like medicine and public health.<\/p>\n<p>\u201cEnvironmental problems are largely human behavior problems,\u201d Ferraro says. \u201cThey aren\u2019t biological or chemical problems. The key that\u2019s often missing is an understanding of human behavior. Why is someone behaving in a way that damages the environment?\u201d<\/p>\n<p>Ferraro has been asking these big questions for a long time. In October, he joined Johns Hopkins University as a <a href=\"http:\/\/web.jhu.edu\/administration\/provost\/BDP\">Bloomberg Distinguished Professor<\/a>, centering his research in the Whiting School\u2019s <a href=\"http:\/\/engineering.jhu.edu\/dogee\/\">Department of Geography and Environmental Engineering<\/a> and the <a href=\"http:\/\/carey.jhu.edu\">Carey Business School<\/a>. With the Bloomberg professorships, Johns Hopkins is forming a cadre of 50 world-class leaders, like Ferraro, who are working across disciplines to answer complex societal questions. The program was made possible after a $350 million gift in 2013 from Whiting School alumnus, philanthropist and former New York City Mayor Michael Bloomberg \u201964.<br \/>\n<!--nextpage--><\/p>\n<p><a href=\"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_1.jpg\"><br \/>\n<\/a><a href=\"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4881 alignleft\" src=\"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_1-300x300.jpg\" alt=\"Bloomberg Distinguished Professor Paul Ferraro\" width=\"300\" height=\"300\" srcset=\"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_1-300x300.jpg 300w, https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_1-150x150.jpg 150w, https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_1-125x125.jpg 125w, https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_1.jpg 600w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>How does Ferraro\u2019s work fit in? He is focused on determining whether conservation technology or measures \u201cwork.\u201d<\/p>\n<p>\u201cEngineers can invent new technologies, such as filters to clean water,\u201d he says, \u201cbut we also have to figure out how to get people to use them.\u201d Consider the power of peer pressure: Simply showing people in the U.S. how their water use compares to their neighbors reduces their usage by up to 5 percent, according to a 2013 study by Ferraro. Another example: Allowing people to set voluntary energy reduction goals makes them more likely to save energy, Ferraro has found.<\/p>\n<p>Ferraro has launched a new research center, called the <a href=\"http:\/\/centerbear.org\">Center for Behavioral and Experimental Agri-Environmental Research<\/a>, which is modeled after two centers at Cornell and Duke\/UNC at Chapel Hill that focus on nutrition, encouraging children to eat healthier foods. Co-hosted with the University of Delaware, the center will act as a research clearinghouse for evidence-based policy to solve agricultural and environmental challenges. It will conduct research and provide grant funding to test innovative ideas nationwide.<\/p>\n<p>In February, the center awarded more than $300,000 to 12 behavioral science projects that range from evaluating attitudes toward protecting groundwater in Colorado to understanding ways to piece together southeastern forest land for the endangered red wolf.<\/p>\n<p>Ferraro is also getting started in his own \u201cbackyard\u201d of the Chesapeake Bay. Under two major initiatives, he\u2019ll look at the behavior of everyone from suburban landowners in the mid-Atlantic to rural farmers on the Eastern and southern shores. A major focus will be the long-standing logjam between environmentalists and farmers about the most equitable way to resolve ecological damage caused by water running off agricultural lands and into the bay.<\/p>\n<p>\u201cMost farmers are doing their best,\u201d says Ferraro. \u201cThey are working hard to feed their families and send their kids to college, just like you and me. But often what\u2019s good for us as individuals isn\u2019t what\u2019s best for us collectively. We need policies that allow farmers to continue to make good decisions for themselves and their farms, but also result in good outcomes for the environment.\u201d<br \/>\n<!--nextpage--><br \/>\nThink about the Chesapeake, with 18 trillion gallons of water feeding into it, traveling into the estuary from more than 150 streams, creeks, and rivers that drain land in Maryland, Virginia, Delaware, Pennsylvania, and other states. One-quarter of this land is agricultural. And the water running off these farms carries with it fertilizers, pesticides, and nutrients that damage plant and animal life in the bay.<br \/>\n<a href=\"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-4566\" src=\"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_2-300x300.jpg\" alt=\"Good Behavior\" width=\"300\" height=\"300\" srcset=\"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_2-300x300.jpg 300w, https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_2-150x150.jpg 150w, https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_2-125x125.jpg 125w, https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2016\/06\/GoodBehavior_2.jpg 600w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Is it fair to ask farmers to forgo tilling their soil to protect rockfish and crab populations, which live hundreds of miles downstream?<\/p>\n<p>Today, the U.S. government spends about $6 billion annually on conservation programs, which are largely incentive-based programs aimed at encouraging farmers to change their practices by doing things such as planting marshland along waterways, rotating crops, and changing the way they till soil. But according to Ferraro, there still isn\u2019t a science-based evaluation system to determine how to persuade farmers to adopt these conservation practices and how to do it at the least cost to the taxpayer.<\/p>\n<p>One idea: Ferraro and others will test whether using auctions more efficiently incentivizes farmers to adopt environmentally-friendly farm practices, such as planting grass buffers along field edges to catch and filter nutrients before water drains into the bay.<\/p>\n<p>Currently, the U.S. government guesses at the right \u201cprice\u201d to pay farmers. This guessing typically leads to underpaying and having lackluster participation or overpaying and wasting taxpayer money. Ferraro\u2019s hunch is that empowering farmers to compete in an auction in which they name their own prices likely will be a more efficient and effective way of saving the bay. Another upside: Early indications suggest that auctions make farmers feel like they have more control over their choices.<\/p>\n<p>\u201cEngineers, natural scientists, and physical scientists have come up with a lot of good ideas about how to reduce pollution runoff from farms,\u201d says Ferraro. \u201cBut we know less about how to induce farmers to adopt these ideas. Without a solution to the human part of the equation, our best engineering solutions won\u2019t solve anything.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paul Ferraro is looking to win-win incentives to save the Chesapeake Bay\u2014and the planet.<\/p>\n","protected":false},"author":4,"featured_media":4611,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[288,289,290,291,292],"class_list":["post-4494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","tag-department-of-geography-and-environmental-engineering","tag-carey-business-school","tag-bloomberg-distinguished-professor","tag-behavioral-economics","tag-center-for-behavioral-and-experimental-agri-environmental-research","issue-summer-2016"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Good Behavior - 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