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Harnessing the power of identity to encourage farmers to protect the environment

Author

Listed:
  • Sonia Lequin

    (BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC))

  • Gilles Grolleau

    (CEE-M - Centre d'Economie de l'Environnement - Montpellier - FRE2010 - INRA - Institut National de la Recherche Agronomique - UM - Université de Montpellier - CNRS - Centre National de la Recherche Scientifique - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Naoufel Mzoughi

    (ECODEVELOPPEMENT - Unité de recherche d'Écodéveloppement - INRA - Institut National de la Recherche Agronomique)

Abstract

We argue that farmers exhibit identity concerns that can be conducive or detrimental to environmental conservation. In addition to recognizing the existence and importance of these concerns, we posit how they modify traditional predictions in unexpected directions. We characterize the propensity to adopt environmental measures within a two-dimensional space defined by farmers' expectations about how adoption will impact profit as well as identity-related concerns. In doing so, we emphasize that identity concerns can be (inadvertently) activated and/or manipulated in directions that can be (un)favorable to socially desirable goals. We also develop some original and practical ways to better understand and exploit the identity dynamics to reach environmental conservation objectives.

Suggested Citation

  • Sonia Lequin & Gilles Grolleau & Naoufel Mzoughi, 2019. "Harnessing the power of identity to encourage farmers to protect the environment," Post-Print hal-01999647, HAL.
    • Handle: RePEc:hal:journl:hal-01999647
    DOI: 10.1016/j.envsci.2018.12.022
    Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-01999647
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    References listed on IDEAS

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    Cited by:

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    2. Margiana Petersen-Rockney, 2022. "Farmers adapt to climate change irrespective of stated belief in climate change: a California case study," Climatic Change, Springer, vol. 173(3), pages 1-23, August.
    3. Cameron Brick & David K. Sherman, 2021. "When Does Being Watched Change Pro-Environmental Behaviors in the Laboratory?," Sustainability, MDPI, vol. 13(5), pages 1-18, March.
    4. Gilles Grolleau & Naoufel Mzoughi & Deborah Peterson, 2022. "Making Change Easy Is Not Always Good," Review of Behavioral Economics, now publishers, vol. 9(4), pages 315–331-3, November.
    5. Rola-Rubzen, Maria Fay & Sarmiento, Jon Marx & Villano, Renato A. & Murray-Prior, Roy & Khan, Md. Farid Uddin & Alam, Md Mahafuj & Timsina, Krishna Prasad & Das, Kalyan K., 2023. "Nudging Via Text Reminders: Can Behavioural Economics Increase the Adoption of Conservation Agriculture-based Sustainable Intensification Technologies in South Asia?," 2023 Annual Meeting, July 23-25, Washington D.C. 335953, Agricultural and Applied Economics Association.
    6. Möhring, Niklas & Finger, Robert, 2022. "Pesticide-free but not organic: Adoption of a large-scale wheat production standard in Switzerland," Food Policy, Elsevier, vol. 106(C).
    7. Lopes, Adrian A. & Viriyavipart, Ajalavat & Tasneem, Dina, 2020. "The role of social influence in crop residue management: Evidence from Northern India," Ecological Economics, Elsevier, vol. 169(C).
    8. Hind Dib-Slamani & Gilles Grolleau & Naoufel Mzoughi, 2023. "Does a company’s origin matter in moral judgment?," Post-Print hal-03134106, HAL.

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