Which Benefits Would Make Farmers Happier, and Which Would they Choose?

Abstract We presented six novel farming vignettes to UK farmers that describe trade-offs between pecuniary and non-pecuniary benefits. What would choose corresponds with what they think make them happier, which supports the use of subjective well-being as a proxy for decision utility in agricultural research. Where disparity choice does exist, seem willing trade happiness Our results also suggest often gains The derived from benefits may help explain farmer behaviours such unsubsidised environmental improvements, reluctance adopt efficiency-enhancing technologies.