We study the relationship between culture and environmental conservation through the lens of deforestation. Focusing on Sub-Saharan Africa over the period 2001-2021, we show that changes of national leaders affect deforestation in a way that depends on the environmental culture of their ethnic group’s. We use data on folklore to measure the importance of forests in group-specific culture. We find that deforestation and land-intensive activities increase in the ethnic homelands of leaders whose ethnic groups have no or little forest-related culture. These patterns are reversed when the leader’s group has a salient forest culture. Our results suggest that culture is an important lever for environmental conservation in Africa.
