This dissertation comprises two essays. The unifying theme is the evaluation of non-pecuniary (information or norm based messages) conservation programs. These types of policies are widely applied in developing and developed countries to promote conservation, however, their empirical evidence and their effectiveness are not well documented. Each chapter examines some methodological facets of the heterogeneity of non-pecuniary conservation programs and the reliability of non-experimental methods (program evaluation and econometric techniques) to evaluate treatment effects in the context of non-pecuniary conservation programs.