Objectives

The main objective of PRUDENT is to investigate the effectiveness of green nudges in promoting sustainable practices and technologies in both agricultural and forestry domain and to develop social innovation and business models, as well as policies, with a particular focus on supporting the future EU's Common Agricultural Policy (CAP) and the goals of the European Green Deal (EGD), including the Farm to Fork, EU biodiversity, EU Forest Strategies.

• Green nudges landscape analysis. Review of existing evidence on green nudging interventions that have been used to promote more sustainable farming and forestry systems and investigate behavioural factors that could influence farmers and foresters’ decision to engage in sustainable practices and behaviours. Identify farmer and forester segments for the promotion of sustainable practices and design, implement and monitor the co-creation activities based on the participation of multiple value chain stakeholders and shape, create, and manage the Use Cases (UC) that will represent different agriculture and forestry value chains.
• Testing innovative nudging practices. Design the methodology for planning, managing and evaluating the implementation of green nudging practices in the UC pilots, test innovative nudges to promote sustained behavioural change towards sustainable agriculture and forestry, investigate the behavioural factors which should be leveraged to generate farmers/foresters’ behavioural change and develop innovative tools (AUEB's team is leading this task) to test nudging practices and improve farmers/foresters’ self-regulatory capacity. 
• Business models, social innovation and cooperation for more sustainable farming and forestry systems. Map existing business models, social innovations, and modes of cooperation with promising potential for facilitating the adoption of more sustainable agriculture / forestry practices, co-define alternative business models, social innovations, and modes of cooperation for different industry segments and market conditions and develop a portfolio of business models, social innovations, and modes of cooperation for a transition to more sustainable agriculture and forestry.
• Green Nudges as a policy instrument for CAP post 2027 and EGD policies. Review existing strategic and policy framework to identify policy gaps and needs by region, agriculture/forestry system, and market segment, provide policy recommendations and a toolbox for the effective use of green nudges to address sustainability of future policies, and create a roadmap for the next generation of policy making regarding future CAP and EGD policies.
• Dissemination, Communication and Exploitation. Communicate and disseminate the project’s results to key stakeholders and value chain actors in agriculture and forestry, as well as contribute to existing initiatives and join forces with complementary projects to maximise the impact of green nudges uptake towards more sustainable agricultural and forestry sectors and define and implement the plan for the exploitation and sustainability of project results.