Sustainable farming, and waysto achieve it, are important issues foragricultural policy. New Zealand provides aninteresting case for examining sustainableagriculture options because gene technologieshave not been commercially released and thereis a small but rapidly expanding organicsector. There is no strong governmentsubsidization of agriculture, so while policiesseem to favor both options to some degree,neither has been directly supported. Resultsfrom a survey of 656 farmers are used to revealthe intentions, environmental values, andfarming practices for organic, conventional,and GE intending farmers. The results show thatorganic (...) and conventional farmers are relativelysimilar but contrast to GE intending farmers,especially with respect to perceivedconsequences of each technology. While 75%of farmers have not yet made a commitmentto either technology, one fifth were GEintending and one quarter may become organic.Organic farmers have different attitudes tonature, matched in part by conventionalfarmers. In terms of policy for sustainableagriculture, the results suggest that organicand conventional farmers are incrementallymoving towards agroecological sustainabilitywhile GE intending farmers are committed tointensive production methods of which GEproducts are potentially important. GEintending farmers reject incrementalism infavor of a revolutionary technological fix forsustainability concerns in agriculture.Overall, the results show that there areclearly two different paradigms ofsustainability among farmers. Policies that areseeking to achieve sustainable agriculture needto address the tensions that span the differentparadigms. (shrink)

Nearly all studies of consumers’ willingness to engage in ethical or socially responsible purchasing behavior is based on unconstrained survey response methods. In the present article we ask the question of how well does asking consumers the extent to which they care about a specific social or ethical issue relate to how they would behave in a more constrained environment where there is no socially acceptable response. The results of a comparison between traditional survey questions of “intention to purchase” and (...) estimates of individuals willingness-to-pay for social attributes in products reveal that simple survey questions are too “noisy” to provide operationally meaningful information and overstate intentions to a considerable extent. (shrink)