Why would agricultural producers engage in practices such as conservation, animal welfare, waste management, or organic farming? The literature hints that economic, social, and personal motivations are drivers of adoption. Sustainable practices are welcomed by farmers if there is a potential increase in profitability through more efficient processes, or as a source of differentiation (i.e. labelling). From a social perspective, sustainability has become a license to operate in food supply chains, where long-term viability depends on the fit between firm and society values.
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