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Abstract
The objective of this study is to identify the adoption level of practices associated with more sustainable agriculture and environmentally friendly practices. Additionally, the motivations for and barriers to the adoption of these practices by farmers are investigated. Data were collected through closed questionnaires taken by a random sample of farmers in the Southwest, São Paulo, Brazil, during the second half of 2013. Overall, sustainable agricultural practices recommended in the literature and analysed in this study are being not fully adopted by farmers of the studied area. The results showed that financial motivation is associated with farmers adopting new, more sustainable technology, whereas the lack of information on and lack of technical support for these technologies are significant barriers. Other results, research implications, limitations and suggestions for future research are presented.