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In their continuous quest for ecologic improvements, private voluntary certification initiatives might undermine the willingness to continue of the participating farmers. In this research, the ecologic contribution and the farmers’ acceptance of changing the pesticide policy of a private certification initiative is presented. To measure the perceived farmers’ disutility, the choice preference technique is used. We can conclude that there is room for ecologic improvements but that farmers are in general change averse, primarily because of the fear that price compensation will remain largely absent.


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