Understanding producers' motives for adopting sustainable practices: the role of expected rewards, risk perception and risk tolerance
通过对164名生猪生产者的访谈，研究发现预期经济回报而非社会或个人回报影响可持续实践的采用，风险感知是障碍，而风险容忍度正向调节经济回报与采用的关系。
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.