Understanding Producers’ Motives for Adopting Sustainable Practices: The Role of Expected Rewards, Risk Perception, and Risk Tolerance

D.J.B. Hofenk, J.M.E. Pennings, A.A. Trujillo Barrera

Research output: Chapter in Book/Report/Conference proceedingConference paperAcademic

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.
Original languageEnglish
Title of host publicationProceedings of the Agricultural & Applied Economics Association’s 2014, Annual Meeting, 27-7-2014-29-7-2014
Pages1-27
Publication statusPublished - 2014
EventAAEA Annual Meeting, Minneapolis, MN, USA -
Duration: 27 Jul 201429 Jul 2014

Conference

ConferenceAAEA Annual Meeting, Minneapolis, MN, USA
Period27/07/1429/07/14

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