Imagine trying to get people to change a habit they've had for generations; it's hard, even if the new way is better. This work looks at why farmers stick to old methods and what actually nudges them to switch to greener tech. It's like finding the right 'mental switch' to make sustainable farming the obvious choice for the average producer.
Farmers often resist switching to climate-smart agriculture even when it is beneficial. This is due to psychological 'lock-ins' and systemic barriers that traditional technical advice fails to address.
An inventory of behavioral insights and a set of business strategies/roadmaps for transitioning to sustainable farming.
If you are a farm advisory service dealing with low adoption rates of green tech — this project developed business strategies and behavioral insights that help farmers overcome mental blocks to transition to climate-smart agriculture.
If you are a software developer dealing with users who ignore your sustainability features — this project developed an inventory of behavioral levers that can be used to design more intuitive and motivating user interfaces.
If you are a food processor dealing with unstable green sourcing from your suppliers — this project developed transformation pathways for 5 different food systems to ensure a steady shift toward environmentally-friendly production.
Based on available project data, specific pricing or implementation costs are not provided.
The project tests 5 different food systems across Western, Eastern, Southern, and Northern Europe to ensure the findings are applicable across diverse EU regions.
Based on available project data, there is no specific mention of licensing terms or patent filings.
The project provides policy recommendations and tools designed to align farming behaviors with the Farm to Fork and Biodiversity Strategies and the new CAP.
The project runs from 2022-07-01 to 2026-06-30, with results being developed throughout this period.
The project has a strong commercial orientation with 6 industry partners and 9 SMEs, meaning 33% of the consortium is directly from the business sector. This mix of 18 partners across 10 countries suggests the resulting business strategies will be validated across diverse European markets and various farm types.
Contact GEOPONIKO PANEPISTIMION ATHINON in Greece
Contact us to get the behavioral inventory for your specific agri-food value chain.
