Summary
This study segments Swiss farmers (N = 882) according to their social and personal norms toward biodiversity conservation and analyses how these segments differ in pro-environmental behaviour, self-efficacy, and reliance on biodiversity payments. Using latent class analysis combined with registered EFA data from the Swiss Agricultural Information System, the authors found that farmers with higher social and personal norms implemented substantially more ecological focus areas and reported greater self-efficacy and environmental policy priorities. The findings suggest that social norm interventions emphasising societal approval of conservation efforts could effectively encourage farmers to adopt biodiversity-enhancing practices.
UK applicability
The segmentation approach and social norm framework may be applicable to UK farming contexts, particularly within England's Environmental Stewardship and future Environmental Land Management schemes where farmer behaviour change is critical. However, differences in regulatory structures, farm sizes, payment mechanisms, and cultural contexts would require adaptation of the intervention strategy.
Key measures
Number of registered ecological focus areas (EFAs); latent class segments based on social and personal norms; self-efficacy; importance of farm sales and biodiversity payments; political priorities for environmental policies; socio-demographic and farm characteristics
Outcomes reported
The study identified farmer segments based on social and personal norms toward biodiversity conservation and compared their implementation of ecological focus areas (EFAs) and pro-environmental behaviours. Segments with higher social and personal norms implemented significantly more EFAs and exhibited stronger environmental priorities and self-efficacy.
Topic tags
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