AbstractConservation behavior is influenced by the attitudes of farmers and by context variables, like income and farm terrain. Important attitudes were selected by using the theory that fundamental value ranks or weights affect attitudes and that only certain values are important to the conservation decision. An extension of the tobit estimation approach, handling both censored observations of the dependent variable and measurement error for the nonlimit observations, was used. Conservation behavior models can be improved with a merger of concepts and approaches from social psychology and economics.