Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 480811
Title Understanding Producers’ Motives for Adopting Sustainable Practices: The Role of Expected Rewards, Risk Perception, and Risk Tolerance
Author(s) Hofenk, D.J.B.; Pennings, J.M.E.; Trujillo Barrera, A.A.
Source In: Proceedings of the Agricultural & Applied Economics Association’s 2014, Annual Meeting, 27-7-2014-29-7-2014. - - p. 1 - 27.
Event AAEA Annual Meeting, Minneapolis, MN, USA, 2014-07-27/2014-07-29
Department(s) Marketing and Consumer Behaviour
Publication type Contribution in proceedings
Publication year 2014
Abstract This paper examines producers’ motives underlying the adoption of sustainable practices. In particular, we focus on expected economic, social, and personal rewards, and examine the role of producers’ risk perception and risk tolerance. Results from personal computer-guided interviews with164 hog producers show that the adoption of sustainable practices is affected by expected economic rewards but not by social and personal rewards. Further, while perceived risk is a barrier to the adoption of sustainable practices, risk tolerance is a positive moderator of the relationship between economic rewards and adoption. In addition, higher income and tax benefits have a significant a positive relationship with adoption. Other characteristics of the firm and the owner, such as leverage and education, do not seem to play a role.
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