This study examines how psychological factors – specifically environmental concern and technological optimism – alongside economic and structural variables, influence Hungarian farmers' participation in agri-environmental schemes (AES). The research seeks to clarify the determinants of both the likelihood and intensity of AES adoption, and to assess whether these drivers operate universally or vary with farm characteristics.
Drawing on survey data from 423 Hungarian farms, the study applies semi-nonparametric logit and zero-inflated Poisson models to analyze the effects of attitudinal, economic and structural variables on both AES participation and adoption intensity. The analysis further explores whether psychological factors interact with farm size, farmer age and subsidy level.
Technological optimism emerges as a robust and consistent predictor of both AES participation and adoption intensity, while environmental concern alone does not significantly influence actual engagement. Structural factors such as farm size, subsidies and soil quality remain important: smaller, better-supported farms and those with higher soil quality are more likely to participate. Interaction effects indicate that the influence of technological optimism is largely independent of farm context.
This study highlights the importance of integrating psychological factors – particularly technological optimism – into models of agri-environmental behaviour, offering a more comprehensive understanding beyond traditional economic explanations. The consistent role of technological optimism suggests that future research should explore its causal mechanisms and interactions with other behavioural constructs, such as risk perception and innovation adoption. The findings also underscore the need for interdisciplinary approaches combining behavioural economics, rural sociology and environmental policy. Longitudinal and comparative studies across countries could clarify the temporal and contextual dynamics of adoption patterns, enhancing the external validity and policy relevance of behavioural insights in agricultural research.
This study is among the first to directly compare the roles of technological optimism and environmental concern in the context of agri-environmental policy using advanced empirical models and a comprehensive dataset. It highlights the value of integrating behavioural insights into agricultural policy design.
