Using Behavioral Science to Increase Women’s Participation in Natural Resource Management in Mexico

Natural resources management (NRM) helps protect forests and promote sustainable development. Although women are key in strengthening activities in NRM, they are dramatically underrepresented in public funding for forest projects in many countries, such as Mexico, limiting their participation and impact. While structural barriers, such as land tenure and low capacity, cause this problem, this is exacerbated by barriers such as lack of information, complex application processess, gender norms, and rural women’s low aspirations and limited agency and self-efficacy to participate in NRM projects. This paper tests whether additions and modifications to the standard outreach strategies of a call for proposals for NRM grants in Mexico increase the number of applications submitted by localities and the share of women participating. The study uses a randomized controlled trial in 113 rural localities, where the standard outreach approach (control) is complemented with additional information channels and simplified materials (treatment 1), aiming to appeal more directly to inexperienced populations. A second treatment group further modifies the informational materials using insights from behavioral science (loss aversion, norms framing, and others) and adds proactive text message reminders to prompt behavior (treatment 2), hoping to address the barriers to women’s participation. The results suggest that treatment 1 localities had, on average, 2.3 more applications per locality than the control group (increasing the participation of both men and women). Treatment 2 complemented this, having, on average, 6.4 more women per locality participating of these applications than in treatment 1. This shows that women manifested interest in participating in these activities. A representative survey of women in the study localities (1,485 women in 52 localities) suggests that women in treatment localities were more likely to recognize the name of the project or informational materials. The analysis also suggests that the complementary strategies had no effect on the likelihood of being selected to receive a grant under the project, suggesting that additional support is needed to translate this increased interest into successful applications that would allow participation in NRM.