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Abstract
To explain the low adoption rate of the agri-environment measures in place since 1994 in the Region of Wallonia, Belgium, this study identifies and analyses the adoption determinants of the two most popular measures: late mowing and the maintenance of quickset hedges. Under agri-environment measures, the farmer may simultaneously receive a payment for supplying environmental goods and derive utility from their presence on his farm. Based on the theory of farm household, the model used for this analysis takes into account this absence of rivalry characterising the environmental goods. Using this model with data from a survey of 245 farmers, the econometric analysis confirms the validity of this type of behaviour and shows in particular to what extent the household's environmental sensitivity influences the probability of adopting these two agri-environment measures. The econometric results for the adoption of the late mowing measure compared to those for the willingness to accept a payment to adopt this measure are coherent with each other and confirm the validity of using contingent evaluation to estimate the costs of providing a public good by private agents. Specific recommendations for broadening the adoption of these two measures are also proposed.