LAUSR

Appropriate environmentally friendly agricultural technologies and practices must be implemented in China (and many other countries) to reduce farmland non-point source pollution and meet sustainability objectives. A major hindrance to their implementation is that Chinese farmers have very low willingness to accept such practices. Discrete choice experiments (DCEs) have known value for identifying goods or policies with attractive attributes, and thus exploring target groups’ choice behavior and addressing such problems. Sound questionnaire design is of paramount importance for robust results. This article describes the nature and theoretical foundations of DCEs and considers their use in diverse applications abroad, and their limited but growing applications in China. It then presents a case study, focused on the detailed design of DCEs intended to gauge paddy farmers’ willingness to accept several agriculturally friendly techniques and related compensation methods, problems encountered, and predictions for future studies.