Motivations Influencing Farmers' Adoption of a Conservation-oriented Farming Method: A Case of a Farming Formula for Nurturing Oriental Storks

Abstract

This study analyzes farmers' motivations for adopting Kohnotori-hagukumu Nouhou (KHN), a conservation-oriented farming method for nurturing oriental storks, thus reducing pesticide use and promoting organic farming. The adoption of KHN poses risks to farmers. Hence, identifying individual farmers' motivations is crucial for an effective and efficient diffusion of KHN. In this respect, we find that the strongest motivations for adopting KHN include the cultivation of higher quality rice, increasing profits, and growing premium-branded rice. Finally, most farmers' adoption decisions are not led by an inclination toward storks' conservation, although KHN was originally designed for the conservation of this species.