While climate change is often discussed in global terms, the authors explain that for coffee farmers in Vietnam, it is a direct threat to their daily well-being and economic stability. The researchers point out that for major cash crops like coffee, adopting sustainable practices is no longer an option but a necessity for adapting to a changing environment.
To understand what motivates farmers to make these changes, the study analyzed 93 interviews in Ban Me Thuot, exploring how social pressure, personal confidence, and past experiences shape a farmer’s decision-making process.
According to the study, a farmer’s intention to adopt green practices is heavily driven by the expectations of their community and their own belief in their ability to successfully manage the work. The authors highlight that how a farmer perceives the reality of climate change acts as a powerful lens that influences all of these behavioral factors.
One of the most significant findings is that social trust and financial control are closely linked—farmers who trust their social circles and the scientific data they receive feel more capable of handling the financial costs of transitioning to sustainable methods.
Ultimately, the researchers emphasize the need to raise climate awareness while building stronger bonds of trust in both scientific information and community relationships to ensure that sustainable farming becomes the standard.
Learn more about this study here: https://doi.org/10.1016/j.jclepro.2021.126828
Reference:
Nguyen, N., & Drakou, E. G. (2021). Farmers intention to adopt sustainable agriculture hinges on climate awareness: The case of Vietnamese coffee. Journal of Cleaner Production, 303, 126828.