Trust and communication: mechanisms for increasing farmers' participation in water quality trading.

摘要

Trust and communication barriers have contributed significantly to the lethargic performance of many point-nonpoint source water quality trading programmes (farmers are often reluctant to participate despite direct financial incentives) yet the literature lacks a comprehensive investigation of how the social context affects trading outcomes. This paper draws on social embeddedness theory to analyse three mechanisms of communicating with farmers: education and outreach, third-party facilitation, and building on embedded ties. It then examines a case study of 12 water quality trading programmes in the USA. It finds that employing trustworthy third parties or embedded ties may reduce farmers' reluctance to participate, although the most effective mechanism ultimately depends on local conditions and programme objectives..