Do Community‐Oriented Farmers Present a Greater Willingness for Organic Transition: Evidence From Vietnam

Despite its benefits, organic farming remains uncommon in developing countries; thus, understanding what motivates farmers is inevitably important for effective policy intervention. This study finds that social preferences and social capital play complex roles. Prosocial preferences, social learning, and social trust exert a positive influence, which is stronger at lower levels of land conversion, while cooperativeness has a more pronounced positive impact among farmers willing to convert larger areas; conversely, social networks hinder adoption, particularly among those with smaller plots. These findings are grounded in social preference theory, and building upon it, we develop a social utility function that incorporates SVO and cooperative tendencies in the pursuit of modeling the trade‐offs between self‐consumption and contributions to public goods, linking social factors to farmers' decisions. Empirically, we use primary data collected through structured surveys and game‐based experiments in northern Vietnam, then employ fractional and quantile regression (QR) models to explore the influences at different levels of adoption. Our results suggest that policymakers may implement multiple strategies to target different farmers in order to leverage the adoption of organic farming.