@article{Hannus:258086,
      recid = {258086},
      author = {Hannus, Veronika},
      title = {Optimal Design of Agricultural Sustainability Standards:  Insights from a Delphi Study in Germany},
      address = {2017-06-29},
      number = {1012-2017-668},
      year = {2017},
      abstract = {Although there is persistent public attention on  sustainability and there are growing markets for  sustainable food, broad distribution of agricultural  sustainability standards in Germany is missing. There are  first sector specific studies regarding the motivation to  use this management innovation. Specific research on  benefits for farmers and on organizational issues  concerning standard design is scarce. The Delphi method was  used to identify the major reasons for standard adoption or  rejection and to get insights to potential standard users’  perception of sustainability. In the second Delphi round  with 16 participants the importance and optimal  configuration of 13 standard design elements, such as  compliance assessment, technical support, used data basis  for sustainability assessment or consulting intensity, was  analysed. Linking the gained insights to Rogers’ Model of  Five Stages in the Innovation-Decision Process (Rogers,  2003) missing demonstration of the relative advantage,  major deficiencies in standards’ compatibility, together  with high complexity as well as lacking trialability and  observability are identified as main factors impeding  further dissemination of sustainability standards as an  innovation in farm management.},
      url = {http://ageconsearch.umn.edu/record/258086},
      doi = {https://doi.org/10.22004/ag.econ.258086},
}