Understanding the drivers behind farmer decision making toward a new farm management approach : A thesis submitted in partial fulfilment of the requirements for the Degree of Master at Lincoln University

Growing climatic and environmental pressures are forcing many stakeholders to question the ability of the current global food production system to meet growing demand. This complex pressure leads food producers to consider whether they are doing all they can to sustain and future-proof their businesses and systems. A recent development in the alternative agricultures conversation is a call for regenerative agriculture (RA), described as a “…change from a battle against nature into the art of encouraging nature to release the most benefits for human use with the least possible effort” (Rodale, 1983, p. 20). This research project employed two approaches, an explorative literature review (stage 1) and semistructured interviews with twelve Canterbury farmers (stage 2). Stage 1 set a base of understanding for the project, revealing gaps the current literature and placing this project in context. Stage 2 employed an inductive qualitative case study approach to understand the influencing factors on the adoption of a new approach (RA) on a specific group of early adopter farmers. The project aimed to answer three research questions: research question one examined how respondents defined the value of a RA approach; research question two examined how respondents defined success with a RA approach; research question three evaluated the influence of factors under each world of justification of Convention Theory (Boltanski & Thévenot, 2006) on the adoption decision process of RA. Findings identified eight attributes of value, and twelve attributes of success with a RA approach. Results show that the Green world of justification was most influential, followed closely by the Market world. Civic, Domestic and Inspired worlds were less influential, yet to a lesser extent than Green and Market. The least influential worlds were Renown and Industrial. This indicates that environmental and ecosystem factors have more influence on respondents’ decision-making than market-based economic factors. This research project provides several interpretations of RA, purposefully not synthesised as the author does not offer or support a definition of RA, instead offering the interpretations of others for the reader to form their own understanding of the approach. This project contributes to the understanding and interpretation of RA through the examination of influencing factors on decision making processes among pastoral farmers in Canterbury, New Zealand