Nudging fails to increase conservation actions among farmers

Correa, Miquel, Gsottbauer, Elisabeth and Nordén, Anna (2025) Nudging fails to increase conservation actions among farmers. Frontiers in Environmental Economics, 4. ISSN 2813-2823

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Abstract

This paper presents findings from a randomized field experiment with over 7,200 Swedish farmers, evaluating the effectiveness of a behavioral nudge aimed at increasing engagement with a biodiversity conservation advisory service. The treatment group received a postcard featuring a peer farmer's testimonial and photo, highlighting the ease and benefits of adopting conservation practices. The control group received standard campaign materials from the national farming board. The intervention combined elements of salience, (peer) messenger effects, and social norms, but had no measurable effect on farmers' likelihood of requesting an advisory audit, the key first step toward participation in a new agri-environmental scheme. Exploratory subgroup analysis, however, reveals suggestive evidence that the nudge may have been more effective among female farmers and those already engaged in biodiversity efforts. Overall, these results suggest that behavioral nudges may have limited impact in promoting voluntary uptake of sustainable farming practices. Implications for the design of behavioral interventions in agricultural policy are discussed.

Item Type:	Article
Additional Information:	© 2025 The Author(s)
Divisions:	LSE
Subjects:	G Geography. Anthropology. Recreation > GE Environmental Sciences S Agriculture
Date Deposited:	29 Sep 2025 14:27
Last Modified:	29 Sep 2025 14:27
URI:	http://eprints.lse.ac.uk/id/eprint/129621

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