Assessing conservation opportunity on private land: Socio-economic, behavioral, and spatial dimensions

► In this study we present a method for assessing conservation opportunity on private land based on landholders' socio-economic, behavioral, and farm characteristics. ► We compare the socio-economic attributes of landholders disengaged, moderately, and highly engaged in native vegetation planting and then spatially examine the relationships between the properties owned by the three landholder classes and the ecological value of their land. ► We find significant differences in socio-economic attributes among the three landholder classes, and area-specific differences in conservation priority and opportunity. ► We conclude that environmental managers cannot assume areas of high conservation priority will be areas of high conservation opportunity.