- This study evaluated landowners' interests in enrolling in a hypothetical incentive program targeting endangered species recovery. Using data from structured interviews and surveys, we employed the reasoned action framework to predict landowners' behavioral intentions to enroll in a hypothetical program designed to provide habitat for two endangered songbirds in central Texas. Landowners with positive attitudes toward enrolling and who shared the program's land management objectives had the greatest intention to enroll. Additional behavioral indicators improved prediction and highlight the importance of incorporating landowner management goals into program design. Results suggest that the inclusion of ancillary measures of behavior can improve prediction of multi-attribute behaviors under the theory of reasoned action. Taylor & Francis Group, LLC.