Exploring the determinants for adopting water conservation measures. What is the tendency of landowners when the resource is already at risk?

In Finland, the current water conservation policy sets equal incentives for water conservation, regardless of the environmental condition. Before any policy reform, it is vital to investigate the tendency of landowners to adopt water conservation measures. In this study, we were interested in examining adoption if the soil quality implies a high leaching risk and if the water quality is already poor. By combining survey data with GIS data, we analysed the effect of farm and farmer characteristics and attitudes towards adoption. Our probit models indicated that financial variables were the key determinants of adoption for active farmers, whereas for passive owners, adoption was also explained by attitudes. In contrast to our expectations, adoption in areas under risk was weakly supported by our estimates. Environmental awareness, providing it increases with risk, is not strong enough to motivate adoption. Targeted agri-environmental measures, even though costly, cannot be avoided, and spatially tailored measures can attract adopters in hotspot areas.