We propose to conduct a choice experiment and semi-structured interviews to understand
barriers to adoption and value placed by producers on attributes associated with improved
sustainable management practices in the cattle sector. The main goal is to uncover the reasons
preventing Uruguayan farmers from adopting these practices, focusing on the role of behavioral
aspects. The identification of these barriers and their relative importance will serve as inputs to
design effective policy instruments to incentivize the adoption of these practices. The results will
be also useful for promoting the adoption of sustainable techniques in other regions with
extensive grazing systems.