Understanding Producers’ Motives for Adopting Sustainable Practices: The Role of Expected Rewards, Risk Perception, and Risk Tolerance
European Review of Agricultural Economics, Jan 2016
Posted: 19 Jul 2016
Date Written: January 17, 2016
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.
Keywords: Motives, Adoption of Sustainable Practices, Expected Rewards, Risk Perception, Risk Tolerance
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