Money isn’t always everything: Taiwanese rice farmers are willing to produce in a more environ-mentally friendly fashion if this would earn them an eco-label for their products. For such a label, they are even prepared to accept lower compensation payments for a reduction in the use of fertilizers. These were the findings of a study conducted by the Technical University of Munich (TUM) at the Chair Group for Agricultural Production and Resource Economics for agricultural enterprises. For this study, incentives for agri-environmental measures were investigated, such as more sustainable cultivation methods.