Over the past 30 years, China’s intensive agricultural production and nitrogen overuse has led to significant environmental problems. Moreover, farmers face uncertainty regarding better technologies since they are risk-averse due to the experiences they have made in the past. Thus, the challenge to overcome is to implement well-grounded approaches that accomplish effective agricultural training, encouraging farmers to adopt optimised practices. Since, in addition to economic concerns, successful local policy implementation is closely related to an individual’s social and cognitive preferences, the approach of this study was to link the socio-psychological theory to the economic model of individual behaviour. Tailored to the Chinese context, in particular farmers’ agri-environmental attitudes, their fundamental value positions and personal guanxi relationships are focussed in order to show how the mental decision-process is related to the cultural, institutional and historical context....

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