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 480812
Title Understanding producers’ motives to adopt 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.
Event EAAE, Annual Conference, Ljubljana, Slovenia, 2014-08-26/2014-08-29
Department(s) Marketing and Consumer Behaviour
WASS
Publication type Contribution in proceedings
Publication year 2014
Abstract Abstract The purpose of this study is to examine producers’ motives underlying the adoption of sustainable practices. In particular, we focus on expected economic, social, and personal rewards, and examine the roles of producers’ risk perception and risk tolerance. Preliminary results from a survey of 164 hog producers show that the adoption of sustainable practices is affected by expected economic rewards, but not by social and personal rewards. Furthermore, perceived risk is a major barrier to the adoption of sustainable practices and risk tolerance strengthens the effect of expected economic rewards on the probability to adopt sustainable practices. Keywords: motives, adoption of sustainable practices, expected rewards, risk perception, risk tolerance
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