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This work is based on the conjecture that multiple motivational pathways might lead to the adoption of green innovations. A sequence of two studies was designed to identify motives driving farmers to adopt green innovations. Study 1 aimed at the development of a scale assessing potential adoption motives. Study 2using this measureexamined which of these motives predict farmers' adoption behavior. Study 1 uncovered five factors that affect adoption decision: adaptation to the social process of innovation diffusion, environmental concern, convenience, economic incentives and the internal need to pursue change. Study 2 showed that perception of the convenience of an innovation is a significant antecedent of farmers' green innovativeness. Economic drivers, farmers' environmental concern and their need to pursue novelty are also positively associated with aspects of green innovativeness. Our results underscore the multidimensional nature of green innovativeness and generate challenging directions for future research in the field of sustainable development.

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Purpose Despite the increasing consumers’ intent to support short food networks, the expansion of short food supply chains (SFSCs) remains limited. The purpose of this paper is to identify potential antecedents of farmers’ willingness to participate in SFSCs. Design/methodology/approach Using data from a sample of Greek farmers the authors examined whether farmers’ citizenship behaviour, the levels of their perceived competencies and the degree to which they feel accepted by their communities affect their willingness to engage in SFSCs. Findings Results indicate that producers’ citizenship behaviour does indeed have a positive impact on willingness to participate in SFSCs, whereas their perceptions of the acceptance they enjoy within their communities also significantly predict this willingness. On the contrary, self-perceived lack of communication and collaboration competencies diminishes this willingness. Originality/value To the best of our knowledge, this study is one of the first attempts to explore the role of farmers’ competencies in their willingness to participate in SFSCs. In addition, by integrating concepts derived from multiple disciplines, our work adds new factors in the wide spectrum of forces that impel or suppress farmers’ willingness to take part in alternative food distribution networks.

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