Renata Peregrino de Brito, Marcelo Martins de Sá, Nathalia Machado di Araújo
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引用次数: 0
Abstract
Climate change represents a major challenge for businesses and society. Small farmers in emerging economies are most vulnerable to extreme weather events and must adapt their strategies and operations. Adaptive decision-making depends on the risk perception and the availability of resources, which can be a major limitation for the context of small farmers. Our study investigates how farmers perceive climate change risks and decide on climate adaptation. We explore the small farmers` vulnerability, risk perception, and decision-making process with in-depth interviews with small farmers in different network contexts. Our data reveal that small farmers, isolated in terms of communication and support regarding climate adaptation, used social exchanges to learn and adapt. However, as the social network was the primary source of information, knowledge, and experience sharing, the quality of network relationships made a difference. Thus, the importance of social capital to enable climate adaptation.
期刊介绍:
The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.