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 506684
Title Understanding producers' motives for adopting sustainable practices : The role of expected rewards, risk perception and risk tolerance
Author(s) Trujillo-Barrera, Andres; Pennings, Joost M.E.; Hofenk, Dianne
Source European Review of Agricultural Economics 43 (2016)3. - ISSN 0165-1587 - p. 359 - 382.
Department(s) Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) Motivation for adoption of sustainability - Risk perception - Risk tolera

Understanding the motives and risk attitudes of producers to engage in sustainable practices is important for policy-makers who wish to increase the likelihood of adoption and improve the design of incentives. This article examines the underlying motives of producers to adopt sustainable practices. We focus on expected economic, social and personal rewards and analyse the role of producers' financial risk perception and risk tolerance. Results from personal interviews with 164 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, perceived tax benefits and turnover have a significant positive relationship with adoption, while education and age do not play a role.

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