Depletion of natural resources has become a key issue on the European policy agenda. Bottom-up measures have emerged in several countries with a view to promoting awareness campaigns and environmental sustainability, with the agenda set by individuals who start up collective initiatives at the local level. Such collective action provides an incentive to free-ride on the contribution of others. Social norms and the consequent behavior of individuals involved in collective action assume a key role in ensuring sustainable use of a public good, achieving significant, long-lasting success. The present study aims to ascertain which determinants most affect farmers' willingness to contribute to common resources. The empirical study was conducted in an area in the province of Avellino (southern Italy) most affected by soil erosion problems. The study focused on the willingness of farmers to contribute to the public good through biomass production (Giant Cane). In all, 175 face-to-face questionnaires were administered to farmers in September-November 2013. Schwartz's norm-activation model variables were collected. A Tobit model was implemented in which the dependent variable was the land farmers stated they were willing to cultivate with Giant Cane. Four on five psychological constructs, based on the NAM, proved statistically significant with the expected sign, showing that an altruistic behavioral approach is useful to predict the individual's decision to adopt cooperation norms.