Research project Promoting Green Nudging for Sustainable Agriculture and Forestry

General introduction

Is nudging effective for getting people to adopt sustainable agricultural and forestry practices? Are these practices more likely to be implemented through social innovations and clearly defined business models, new or otherwise? These are the research questions in the European PRUDENT project (2024-2028). The goal is to clarify under which conditions and approach a voluntary transition to new practices in agriculture is feasible, in addition to the more obligatory, and or financial approach on the part of governments. The Flemish research partner works mainly on the cattle farming sub-sector.

Research approach

We identify existing green nudges, social innovations and business models through literature review and surveys. A selection of green nudges we adapt or create from scratch, through a participatory process. PRUDENT applies them in the context of 4 sectors: Flemish cattle sector (BE), Finnish forestry sector (FI), Italian viticulture sector (IT) and Lithuanian arable sector (LT). These nudges come as tests in a real-life setting (i.e. field and natural experiments). The (innovative) business models and social innovations are also developed in a participatory setting. We intesively inform policy makers about the cases and findings.

Relevance/Valorization

Green nudges, social innovations and business models that valorize sustainable practices and technologies can increase farmers' willingness to adopt such practices. In contrast to being required to change, the changes that people embrace voluntarily often work better and are characterized by a greater motivation.