Impact of nudge strategies on carbon emission reduction behavioral decisions of dairy farmers

Abstract

With the intensification of global climate change, reducing carbon emissions in the livestock industry has become essential for promoting low-carbon agricultural transformation. This study investigates how nudge strategies influence carbon reduction decision-making among dairy farmers in Shandong Province, China. Two types of nudge strategies—default options and social norms—were examined. Data were collected using a mixed-methods approach, including questionnaires, field interviews, and official government statistics. A total of 311 questionnaires were distributed, with 198 valid responses analyzed. The sampling strategy combined random and stratified sampling to ensure representativeness. Quantitative data were analyzed using stepwise regression models and instrumental variable (IV) methods to evaluate the effects of nudge strategies on carbon reduction behavior. Results show that both default options (e.g., implicit recommendation, limited cognition, loss aversion, and optimal consultation) and social norms (e.g., reference effect, cognitive preference, risk aversion, and peer pressure) significantly and positively affect farmers’ carbon reduction behaviors. These strategies operate through complete mediation mechanisms. Additionally, younger farmers and those operating smaller-scale farms were found to be more susceptible to the influence of nudge strategies. Findings highlight the effectiveness of nudge strategies in promoting low-carbon behaviors among dairy farmers. This suggests that incorporating such behavioral interventions into agricultural policies could enhance the adoption of carbon reduction measures. Targeted implementation, enhanced policy incentives, and technical support are recommended to advance low-carbon and sustainable development in the dairy farming sector.

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