Are Farmers Willing to Substitute Tobacco Cultivation? Evidence From Lichuan City, China

Abstract Introduction Tobacco crop substitution is a critical element in implementing comprehensive tobacco control policies. Understanding tobacco farmers’ willingness or preferences is imperative to implement policies on tobacco crop substitution. This article assesses tobacco farmers’ individual willingness to substitute tobacco cultivation and investigates the factors that influence their willingness in Lichuan City, China. Methods We conducted a face-to-face survey with 280 tobacco farmers in Lichuan City of China to assess their willingness to substitute tobacco cultivation. The binary probit model was used to examine the factors influencing farmers’ willingness to substitute tobacco growing. Results The results show that fewer than one in five tobacco farmers are willing to substitute tobacco growing with other crops. The main reason for their unwillingness is that they thought the comparative income of growing tobacco was higher and more stable. The regression results show that tobacco farmers with higher education levels and more knowledge of tobacco crop substitution are more willing to take up tobacco crop substitution. Tobacco farmers’ household income decreased the likelihood of their willingness to replace tobacco cultivation. Farmers who perceived the economic benefits and health benefits of tobacco crop substitution are more likely to substitute tobacco cultivation with other crops. Conclusions Farmers’ willingness to substitute tobacco cultivation is low. Policy interventions are needed to increase farmers’ willingness to stop growing tobacco and to replace it with other alternative crops. Implications Few studies have investigated local farmers’ willingness to substitute tobacco cultivation in China. We found most tobacco farmers in the Lichuan City of China are unwilling to substitute tobacco growing with other crops. Farmers’ low support of tobacco crop substitution is associated with economic factors. Better education and more knowledge of tobacco crop substitution can increase farmers’ willingness to substitute tobacco cultivation.