Multiple social network influences can generate unexpected environmental outcomes

Understanding the function of social networks can make a critical contribution to achieving desirable environmental outcomes. Social-ecological systems are complex, adaptive systems in which environmental decision makers adapt to a changing social and ecological context. However, it remains unclear how multiple social influences interact with environmental feedbacks to generate environmental outcomes. Based on national-scale survey data and a social-ecological agent-based model in the context of voluntary private land conservation, our results suggest that social influences can operate synergistically or antagonistically, thereby enabling behaviors to spread by two or more mechanisms that amplify each other’s effects. Furthermore, information through social networks may indirectly affect and respond to isolated individuals through environmental change. The interplay of social influences can, therefore, explain the success or failure of conservation outcomes emerging from collective behavior. To understand the capacity of social influence to generate environmental outcomes, social networks must not be seen as ‘closed systems’; rather, the outcomes of environmental interventions depend on feedbacks between the environment and different components of the social system.