. 2021 May 5;35(4):1073–1085. doi: 10.1111/cobi.13717

Table 1.

Language used in mailer cards for each of the 4^* message conditions (column headings) to encourage native plant gardening on residential properties

Information‐based control	Norm	Efficacy
“Why plant native plants? Your yard is your outdoor sanctuary. With some careful plant choices, it can also be a haven for native birds, pollinators and other wildlife. Recent science tells us that yards with native plantings provide habitat for more threatened bird species than yards landscaped with typical ornamentals. What's more, growing native plants is a great way to create a beautiful outdoor space while using less water at home.” “Did you know that the benefits of planting native plants increase as more people plant them at their homes?” “One of the most important things you can do to help is to talk to your friends and neighbors about why you chose to plant native plants in your yard and encourage them to join you.” “Ready to get started? Take these easy steps to build a community of native plant gardening: 1. Plant one or more native plants in a visible area of your yard. Call a participating nursery to place an order, using the enclosed self‐voucher to get $10 off. 2. Place a yard sign next to your native plant to share your native plant pride! Email us to request your sign today: wildscapingCSU@gmail.com 3. Encourage your friends and neighbors to plant native plants by sharing why you do. Share the enclosed ‘friend and neighbor’ vouchers to help them get started.”	Information‐based control language: “You may think that your neighbors expect you to maintain a grassy lawn, but a recent survey shows that a growing number of Fort Collins residents are planting native plants in their yards. Over 50% have already planted native plants, and 76% are interested in learning more about how to do so. You will be joining a growing movement of Fort Collins residents, businesses, and community leaders who are helping others create more native habitat in neighborhoods across the city.”	Information‐based control language: “You may think that you need special training or knowledge to support pollinators around your home, but you already know what to do: Plant a native plant! You can make a difference in your neighborhood! Call a participating nursery to make an order. They can help you find the best plant for your yard. It's easy to get started creating habitat for pollinators. Research finds that people are more likely to do something new when they hear about it from a friend. You don't have to be an expert to reach out to others. You can inspire them no matter if you have planted 1 native plant or 100. When reaching out to others, you can say: ‘Planting native plants was new to me, too, but it was simple! I got help at a local nursery, and feel good helping my community provide homes for wildlife. It saves me water. I use fewer fertilizers, and it's beautiful.’ When you encourage your friends and neighbors, you are multiplying the benefit to birds, bees, and wildlife in your neighborhood!”

Information‐based control

Norm

Efficacy

“Why plant native plants?

Your yard is your outdoor sanctuary. With some careful plant choices, it can also be a haven for native birds, pollinators and other wildlife. Recent science tells us that yards with native plantings provide habitat for more threatened bird species than yards landscaped with typical ornamentals. What's more, growing native plants is a great way to create a beautiful outdoor space while using less water at home.”

“Did you know that the benefits of planting native plants increase as more people plant them at their homes?”

“One of the most important things you can do to help is to talk to your friends and neighbors about why you chose to plant native plants in your yard and encourage them to join you.”

“Ready to get started?

Take these easy steps to build a community of native plant gardening:

1. Plant one or more native plants in a visible area of your yard. Call a participating nursery to place an order, using the enclosed self‐voucher to get $10 off.

2. Place a yard sign next to your native plant to share your native plant pride! Email us to request your sign today: wildscapingCSU@gmail.com

3. Encourage your friends and neighbors to plant native plants by sharing why you do. Share the enclosed ‘friend and neighbor’ vouchers to help them get started.”

Information‐based control language:

“You may think that your neighbors expect you to maintain a grassy lawn, but a recent survey shows that a growing number of Fort Collins residents are planting native plants in their yards. Over 50% have already planted native plants, and 76% are interested in learning more about how to do so.

You will be joining a growing movement of Fort Collins residents, businesses, and community leaders who are helping others create more native habitat in neighborhoods across the city.”

Information‐based control language:

“You may think that you need special training or knowledge to support pollinators around your home, but you already know what to do: Plant a native plant! You can make a difference in your neighborhood! Call a participating nursery to make an order. They can help you find the best plant for your yard. It's easy to get started creating habitat for pollinators.

Research finds that people are more likely to do something new when they hear about it from a friend. You don't have to be an expert to reach out to others. You can inspire them no matter if you have planted 1 native plant or 100. When reaching out to others, you can say: ‘Planting native plants was new to me, too, but it was simple! I got help at a local nursery, and feel good helping my community provide homes for wildlife. It saves me water. I use fewer fertilizers, and it's beautiful.’ When you encourage your friends and neighbors, you are multiplying the benefit to birds, bees, and wildlife in your neighborhood!”

The fourth message condition is a combination of information, efficacy, and norms.