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Experiment reveals framing and social norms influence participation in voluntary measures under the Common Agricultural Policy, suggesting effective strategies.
A pre-registered online experiment with 1,745 European farmers in four countries tested if behaviourally informed interventions (BII) can increase participation in voluntary measures under the green architecture of the 2023–7 Common Agricultural Policy. We tested seven BIIs including framing (non)adoption as benefits (costs), framing the payment as compensation or reward and the provision of social norms both as stand-alone interventions or when combined. The results showed BII did not increase stated adoption for eco-schemes, but combining social norms with changes in payment framing or framing non-adoption as costs had a positive effect on agro-environmental and climate measure adoption.
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Barreiro‐Hurlé et al. (2025) studied this question.
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