Pro-Environmental Agriculture to Promote a Sustainable Lifestyle

The non-burning rice straw (NBRS) strategy plays a crucial role in mitigating the climate impact of rice farming. This paper explores the factors influencing the efficacy of information nudges and proposes practical nudging strategies to promote NBRS. Experimental nudges were employed on participating farmers, followed by a questionnaire survey and in-depth interviews to investigate clearer reasons for their adoption of non-burning practices, as well as the inclusion of participatory nudging design. Key factors influencing the efficacy of information nudges for NBRS among burning farmers showed that the perceived susceptibility and severity of burning could positively influence their adoption of non-burning practices, while rewards for burning were mostly found to be a significantly negative factor. Providing economic incentives helped the farmers to adopt non-burning practices because the monetary benefit was perceived. For those employing non-burning practices, self-efficacy was found to have a significant positive influence on the tendency to continue NBRS. The perceived cost of rice straw utilization (RSU) was mostly found to be a negative factor influencing RSU adoption. At first glance, the promotion of NBRS via demonstrating its ease and timeliness showed the practicality of information nudges, especially through leadership and farmers’ perception of success based on their direct experience. After testing each method, results indicate that if it fits the farmers’ context, making it seem social and attractive can build more confidence in RSU. Four main communication strategies for the nudging of NBRS include the following: (1) empower leading farmers as change agents through practical and visualized knowledge and skills training, continuous guidance and monitoring, and the providing of platforms to communicate the benefits of RSU to fellow farmers; (2) facilitate RSU and encourage farmers to practice integrated farming according to their local context; (3) elevate RSU among farmer groups to meet standardized and accepted levels; and (4) establish clear incentives for RSU and the systematic and collaborative managing of burning.