Environmental identity economics: an application to farmers’ pro-environmental investment behaviour

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This study proposes an environmental identity economics theory that can improve our understanding of pro-environmental behaviour. We test the potential of the theory by analysing farmers’ decisions to invest in renewable energy production using a hybrid choice model. Our findings illustrate that farmers with a strong environmental identity require less financial incentive to invest. Furthermore, lower compensation is found to be sufficient to induce farmers with a strong environmental identity to commit to more binding investment contracts. Our findings stress the need for differentiated designs of agri-environmental programmes and mechanisms that enhance farmers’ environmental identity.
Original languageEnglish
JournalEuropean Review of Agricultural Economics
Issue number2
Pages (from-to)331–358
Number of pages28
Publication statusPublished - 2022

ID: 284637401