DOES INTENSITY OF CHANGE MATTER? FACTORS AFFECTING ADOPTION IN TWO AGRI-ENVIRONMENTAL SCHEMES

Agri-environmental schemes are the main policy instrument currently available in the EU to promoteenvironmentally friendly farming practices. Nevertheless, the adoption rate of these measures is stilllimited. This paper develops a theoretical framework to explain farmer sign-up decision and testswhether factors affecting this decision differ depending on the level of requirement of each measure.The model is tested with two different AES in Spain implying a low and a high farm managementchange. Technical factors are found to be most relevant when significant farm practice changes are atstake while the role of farmer characteristics is significant when minor changes are required. In bothcases, social capital and farmer attitudes still explain part of the sign-up decision. In order to increaseadoption rates, different promotion activities should be undertaken according to different measures,increasing technical suitability when major changes are at stake and enhancing social capital andbetter targeting to relevant farmers for measures with lower requirements.