PT - JOURNAL ARTICLE AU - Ocean, Neel AU - Howley, Peter TI - Which Benefits Would Make Farmers Happier, and Which Would they Choose? AID - 10.3368/le.99.3.112321-0139R DP - 2022 Nov 23 TA - Land Economics PG - 112321-0139R 4099 - http://le.uwpress.org/content/early/2022/11/17/le.99.3.112321-0139R.short 4100 - http://le.uwpress.org/content/early/2022/11/17/le.99.3.112321-0139R.full AB - We presented six novel farming vignettes to UK farmers that describe trade-offs between pecuniary and non-pecuniary benefits. What farmers would choose corresponds with what they think would make them happier, which supports the use of subjective well-being as a proxy for decision utility in agricultural research. Where a disparity between choice and well-being does exist, farmers seem willing to trade happiness for pecuniary benefits. Our results also suggest that farmers often trade pecuniary gains for non-pecuniary benefits. The utility derived from non-pecuniary benefits may help to explain farmer behaviours such as unsubsidised environmental improvements, and reluctance to adopt efficiency-enhancing technologies.