Examining farmers’ motivations to engage in low-carbon agricultural practices: A study of New Zealand dairy farmers

Dairy farmers contribute to a quarter of New Zealand's total greenhouse gas emissions (GHG), making them a critical constituency to meet the emissions targets in the country's net zero 2050 legislation. Understanding the motivations behind dairy farmers' intentions is imperative to effect the behavioural change needed to curb the country's emissions from dairy production. Using the theory of planned behaviour (TPB) to understand behavioural change, a qualitative thematic analysis of interview data from New Zealand dairy farmers reveals there is a weak intention to adopt practices to reduce GHG emissions. While farmers appear to be intrinsically motivated to be good stewards of the environment, financial viability remains as their primary concern. Despite considerable societal pressure to reduce the environmental impact of dairy farming, farmers feel there are few options to implement practices to reduce GHG emissions and limited knowledge, expertise, modelled normative behaviours, or financial support. Based on our findings, we develop a set of recommendations for policy and practice to more effectively steer New Zealand dairy farming towards a low-carbon mode of operating. We contribute to the extant literature in three distinct ways. Empirically, we contribute by identifying the factors that underpin farmer decision-making in relation to low-carbon practices. Theoretically, our findings help to refine TPB theorizing by demonstrating how the promise of future technology to solve environmental problems limits motivation and intentionality in the present. Finally, we contribute by adding to the limited body of qualitative research centred on the theory of planned behaviour.