| Chinas’ successfully increased food production during the last 30 years has caused significant negative external impacts and subsequent escalating environmental costs (Ash and Edmonds, 1998). This dilemma has recently become a popular issue and the government attaches great importance towards a more sustainable agricultural production (UNDP, 2006). The challenge is to enhance well-grounded approaches that accomplish of effective agricultural trainings, encouraging farmers to adopt optimized practices. According to recent decision-making theories, a successful implementation is also closely related to the target group’s social and cognitive preferences. In order to get more information about farmers’ inherent decision-making factors an explorative... |
