# Urban–Rural Differences in Preferences for Environmentally Friendly Farming from the Perspectives of Oriental White Stork Conservation

## TL;DR

The study explores urban and rural differences in supporting bird-friendly farming to protect the endangered Oriental White Stork in China.

## Contribution

It reveals urban–rural preference conflicts and proposes tailored policies to align farmer incentives with consumer demand for green agriculture.

## Key findings

- Urban consumers are willing to pay more for green rice but reject wild birds in fields due to hygiene concerns.
- Farmers are primarily motivated by higher selling prices, with younger and experienced farmers showing more positive attitudes toward green practices.
- Wildlife-friendly farming requires stratified policies to bridge urban and rural preferences and support biodiversity-friendly agriculture.

## Abstract

The expansion of rice farming in China’s Sanjiang Plain threatens the survival of the endangered Oriental White Stork. “Wildlife-friendly farming,” which allows birds to forage in rice paddies, offers a promising solution, but its success depends on the joint support of farmers and consumers. However, existing research has largely focused on single groups, lacking direct comparisons or long-term perspectives on their differing preferences. This study investigated whether local farmers are willing to adopt bird-friendly practices and if urban consumers are interested in purchasing the resulting rice. We discovered a surprising conflict: while many urban residents are willing to pay extra for green or organic food, they paradoxically reject the presence of wild birds in fields, likely due to food safety or hygiene concerns. Meanwhile, farmers are primarily motivated by higher selling prices. Our findings suggest that connecting farmers who need higher incomes with consumers willing to pay for premium products can bridge this gap. This study highlights how correcting public misconceptions can facilitate the prosperous coexistence of endangered wildlife and sustainable agriculture.

Expanded and intensified agriculture is a major driver of habitat loss for endangered species such as the Oriental White Stork (Ciconia boyciana), making wildlife-friendly farming an increasingly important approach for reconciling biodiversity conservation with agricultural development. Building on a 2018 feasibility study in the Sanjiang Plain, this research employs a choice experiment to examine how preferences for Oriental White Stork-friendly farming have evolved among urban consumers and residents of stork habitats under expanding green consumption and increasing experience with environmentally friendly farming. The results reveal pronounced preference heterogeneity and persistent cognitive separation between wildlife conservation and agricultural production, particularly among urban consumers, despite a stable group being willing to pay a premium for stork-friendly products. Rural residents’ decisions remain largely economically driven, though younger farmers with prior experience in environmentally friendly practices show more positive attitudes. Significant urban–rural differences suggest policy complementarities, whereby price-oriented incentives may encourage price-sensitive farmers to adopt green agriculture, while intrinsically motivated farmers require support through an Oriental White Stork-oriented value chain. Overall, the findings demonstrate that Wildlife-Friendly Farming cannot be effectively promoted through a one-size-fits-all approach; instead, stratified, group-specific policy and market mechanisms are essential for aligning producer incentives with consumer demand and supporting the long-term viability of biodiversity-friendly agricultural systems.