Jaap Sok

Dr. Jaap Sok is an Associate Professor at the Department of Business Economics, Wageningen University & Research. His research focuses on farmers' decision-making processes, adoption behaviors, and the integration of behavioral economics and social psychology in agricultural contexts. He explores how interventions and incentives align with behavioral factors at farm and systemic levels, addressing topics like vaccination decisions, pesticide use reduction, and sustainable technology adoption.

Education background includes a PhD and lectureship, with specialization in applying the Theory of Planned Behaviour (TPB) to agricultural challenges. He teaches courses such as Agricultural Business Economics and Analytics for Business Economics.

Key research areas include behavioral change in farming practices, multi-stakeholder optimization in greenhouse design, and policy impacts on farmer investments. Notable projects include Closing the Loop: Sustainable Insect Production and studies on big data in Chinese agriculture.

His publications analyze farmer perceptions, policy uncertainties, and technological adoption barriers. Sok collaborates on frameworks for sustainable crop protection and evaluates the role of veterinarians in vaccination strategies. His work bridges economic analysis with social-psychological insights to inform agricultural policy and practice.