Can objective information update subjective beliefs on sustainable farming? Evidence from a randomized experiment with Japanese rice farmers

This study examines whether objective information can update farmers' subjective beliefs about the income changes associated with the adoption of environmentally sustainable farming practices. We conduct an online randomized experiment with Japanese rice farmers currently practicing conventional farming, focusing on two specific sustainable farming practices: Organic Farming (OF) and a 50 % reduction in chemical fertilizers and synthetic pesticides (HCR: Half Chemical Reduction). Participants are randomly assigned to one of three groups: a control group receiving only qualitative information (C), a treatment group receiving average income change information about OF and HCR (T1), and a treatment group receiving distributional income change information about OF and HCR (T2). We estimate the effect of the information by eliciting farmers' subjective beliefs about income changes associated with adopting OF and HCR both before and after the treatment. The results suggest that subjective beliefs can be updated by objective information, particularly when farmers receive favorable information. Additionally, the findings from a choice experiment indicate that both the subjective mean and subjective standard deviation contribute to farmers' willingness to adopt sustainable farming practices. These findings show the potential of offering objective information to revise subjective beliefs as an effective strategy for promoting the adoption of sustainable farming practices. • Farmers' subjective beliefs on environmentally sustainable farming are elicited. • Beliefs are updated by objective information, especially when receiving good news. • Subjective beliefs contribute to farmers' willingness to adopt sustainable farming. • Updating beliefs by information can be an effective strategy for promoting adoption.