Farmers' Preferences and Attitudes in Conversion to Organic Farming: A Lab-in-the-Field Experiment

Tuan Nguyen-Anh, Phu Nguyen-Van () and Nguyen To-The
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Tuan Nguyen-Anh: EconomiX - EconomiX - UPN - Université Paris Nanterre - CNRS - Centre National de la Recherche Scientifique, VNU - Vietnam National University [Hanoï]
Phu Nguyen-Van: EconomiX - EconomiX - UPN - Université Paris Nanterre - CNRS - Centre National de la Recherche Scientifique
Nguyen To-The: VNU - Vietnam National University [Hanoï]

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Abstract: Despite rising organic food consumption, the transition to organic farming lags, particularly in developing countries, where only 2% of agricultural land was organic in 2022. To address this, we investigate how farmers' elicited preferences (risk seeking, ambiguity seeking, and time preferences), social factors, and environmental attitudes shape their intention to convert land to organic farming. Using a lab-in-the-field experiment with 311 Vietnamese farmers, we apply a fractional regression model to analyze the intended percentage of land conversion. Results show that risk seeking, ambiguity seeking, future bias, pro-social preferences, perceived behavioral control, social trust, and social norms significantly increase conversion intent, while environmental attitude lacks impact. Policy implications include adjustable subsidies to mitigate risk and uncertainty, and timely support for future-oriented and pro-social farmers to leverage organic farming's long-term benefits.

Keywords: Risk Ambiguity Time Preference Social Value Orientation Organic Farming Labin-the-Field JEL Classification: Q12 D81 D91 O13; Risk; Ambiguity; Time Preference; Social Value Orientation; Organic Farming; Labin-the-Field JEL Classification: Q12; D81; D91; O13 (search for similar items in EconPapers)
Date: 2025-08-25
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