Until now the main instrument to counteract the loss of biodiversity and landscape quality in the European countryside has been agri‐environment schemes (AES), which offer short‐term payments for performing prescribed environmental management behaviors. In our opinion this approach is, in its current set‐up, not a sustainable way of enhancing biodiversity and landscape quality. Here we will argue that conservation in agricultural areas is also a social challenge. To change farmers’ behaviors toward more sustainable conservation of farmland biodiversity, instruments should aim to influence individual farmer's motivation and behavior. We should aim to place farmland biodiversity “in the hands and minds of farmers.”

Land exchange can be a major factor driving land-use change in regions with high pressure on land, but is generally not incorporated in land-use change models. Here we present an agent-based model to simulate land-use change arising from land exchange between multiple agent types representing farmers, nature organizations, and estate owners. The RULEX model (Rural Land EXchange) was calibrated and applied to a 300 km² case study area in the east of the Netherlands. Decision rules about which actor will sell and buy land, as well as which specific land to buy or sell are based on historical observations, interviews, and choice experiments. A reconstruction of land-use change for the period 2001–2009 demonstrates that RULEX reproduces most observed land-use trends and patterns. Given that RULEX simulates only one mechanism of land-use change, i.e. land exchange, it is conservative in simulating change. With this model, we demonstrate the potential of incorporating land market processes in an agent-based, land-use change model. This supports understanding of land-use change that is brought about by ownership change, which is an important process in areas where pressure on land is high. The soundness of the process representation was corroborated by stakeholders within the study area. Land exchange models can be used to assess the impact of changes in climate, markets, and policy on land use change, and help to increase effectiveness of alternative land purchasing strategies by stakeholders or spatial planning policy.

By adopting nature conservation practices, farmers can enhance the environmental quality and biodiversity of their land. In this exploratory study, a behavioral intervention that focused on improving Dutch farmers’ nature conservation practices was developed and tested. This intervention was based on insights derived from social psychology and combined tailored information and public commitment. Participating farmers were divided in three groups: one group received tailored information only, one group received both tailored information and a public commitment manipulation, and one group served as a control. A questionnaire measuring relevant aspects of conservation was completed before and after the intervention. Results show that tailored information combined with public commitment making resulted in a stronger desire to engage in conservation, an increase in surface area of non-subsidized natural habitat, and an increase in time farmers spent on conservation. The intervention affected both subsidized and non-subsidized conservation, but the effects were stronger for non-subsidized conservation.