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In areas of agricultural intensification, decision makers are responsible for the land use and the conservation of riparian vegetation strips. These provide many ecosystem services to humans. Despite their importance, they are converted into crop areas when the quality of the soils allows it. The objective of this work was to understand the relative influence of different psycho-social factors on the intentions to conserve the riparian environments. Fifty decision makers of farms of the Southern Pampa of Argentina were interviewed in order to complete a structured survey. The responses were coded and statistically analyzed to determine three models of structural equations were obtained. A model based on normative factors showed the greatest weight. A second model, based on cognitive factors, was most adjusted than one based on emotional factors. It is concluded that although normative factors were the ones that best explained the intentions about the conservation. These factors represent bottlenecks that cannot be influenced and can only be intervened by cognitive factors based on the promotion of the knowledge. [ABSTRACT FROM AUTHOR]