The positive externality from land restoration may discourage rational individuals from taking adequate actions in this regard, and that may require public/social support/actions. However the possibility of not-so-rational actions may work in two ways. People may not take adequate actions towards land restoration even though it may be rational for them to do so. Replanting of trees after cutting these down either due to inertia, and/or an undervaluation of future benefits could be examples. On the other hand, there can be emotional and moral grounds on which people may take actions towards land restoration. Hence public campaigns which encourage land restoration should not be based solely on rational grounds. In that sense, the use of faith groups or religious gatherings to facilitate land restoration is justified on the basis of behavioural insights.