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\hypersetup{pdftitle={Personal Value Positions and the Social Concept of Guanxi as Relevant Determinants in Chinese Agri"=environmental Decision"=making},pdfauthor={Daniela Weber, Holger Bergmann},pdfsubject={Tropentag 2010: Abstract},pdfkeywords={Agricultural decision-making, China, environmental attitudes, Guanxi, personal values, sustainable development},pdfpagemode=None,colorlinks=true}
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\parbox[b]{13.4cm}{\centering \large{\textbf{Tropentag, September 14-16, 2010, Zurich}}\\[1ex] \Large{``World Food System  ---\\A Contribution from Europe''\\[2ex]}}
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\Large{\textbf{Personal Value Positions and the Social Concept of Guanxi as Relevant Determinants in Chinese Agri"=environmental Decision"=making\footnote{\textbf{Contact Address:} Daniela Weber, Georg-August-Universität Göttingen, Department for Agricultural Economics and Rural Development, Platz der Göttinger Sieben 5, 37073~Göttingen, Germany, \mbox{e-mail}: \email{dweber2@gwdg.de}}\\[0.8ex]}}
\normalsize{\textsc{Daniela Weber, Holger Bergmann}}
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\begin{itemize*}
\item[]{\small{\textit{Georg-August-Universität Göttingen, Department for Agricultural Economics and Rural Development, Germany}}}
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\index[author]{Weber, Daniela}
\index[author]{Bergmann, Holger}
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\textbf{Abstract}
\begin{abstract}
\normalsize{
China is the world's largest producer and consumer of agricultural products (MacDonald and Iyer 2009). Its demographic and economic growth over the past decades has had a critical impact on the country's environment and natural resources. Next to the increasing industrial sector and the low environmental awareness of the general public, intensive agriculture contributes in a remarkable manner to environmental problems (Ash and Edmonds 1998). Although those problems have become a popular issue in China and the government attaches great importance to the formulation of laws and regulations on environmental protection (UNDP 2006), China faces serious challenges inter alia in the accomplishment of effective agricultural trainings that still lacks in broad assertiveness in the adoption of new technologies. 



In order to promote a sustainable adaption of environmentally optimised technologies, farmers' behaviour and their production decisions are crucial. In standard neoclassical economic theory it is assumed that farmers' decision"=making is guided by extrinsic motivation. In recent years the influence of intrinsic factors (e.g. social and cognitive aspects as well as surrounding conditions) has been recognised. A range of innovative economic studies have shown that agricultural decisions are not only linked to rational and monetary incentives but also to a wide range of other inherent determinants (Simon 1959; Becker 1967; Gasson 1973; Deci and Ryan 1985; Kahneman and Tversky 2000).



This paper reports key results of a representative farmers survey (n=394) in the intensive agricultural area of the North China Plain. The analysis reveals that personalized relationships (guanxi) and traditional cultural values are still important in agricultural decisions. Furthermore, it could be observed that there is also some value change going on, when it comes to certain groups of self"=enhanced and open farmers. Those remarkable social and cognitive findings in turn affect arbitrative agri"=environmental decision"=domains like the farmer's preferences concerning his agricultural information search or his attitudes towards the application of mineral Nitrogen. Thus, for the implementation of sustainable food"=securing projects, the various intrinsic social and cognitive preferences need to be included in economic modelling approaches.}

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\noindent \textbf{Keywords:} Agricultural decision"=making, China, environmental attitudes, Guanxi, personal values, sustainable development
\index[key]{Agricultural!decision"=making}
\index[key]{China}
\index[key]{Environmental!attitudes}
\index[key]{Guanxi}
\index[key]{Personal values}
\index[key]{Sustainable!development}
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