Avoiding siloed approaches: Integrating psychological insights into sustainable farming

This study enhances our understanding of the psychological factors influencing farmers' adoption of sustainable farming practices, specifically those related to achieving NetZero emissions. It achieves this by integrating various psychological theories with practical farming methods within the context of Behavioral-Adoption and Purpose-Driven contexts. The research consisted of two studies. Study 1 employed Exploratory Factor Analysis (EFA) to analyze responses from 438 UK farmers regarding their attitudes toward a series of Net Zero policy commitments, drawing on psychological theories including the Unified Theory of Acceptance and Use of Technology, the Theory of Planned Behavior, the Prototype Willingness Model, Implementation Intentions, Self-Determination Theory, Eudaimonia, and the Integrated Model of Health Literacy. The findings revealed a new Integrated Motivation Model for Sustainable Farming that comprises seven factors: Agricultural Commitment and Stewardship, Sustainable Farming Readiness and Confidence, Sustainable Incentive Engagement and Acceptance, Climate Adaptation Competence and Confidence, Net Zero Accountability and Reporting Commitment, Community Influence and Commitment in Sustainable Farming, and Innovation and Technological Competence. Study 2 validated these factors through the development of a 21-item Integrated Motivation Model for Sustainable Farming scale and use of Confirmatory Factor Analysis (CFA) to confirm the 7-factor structure using a subsample of 418 UK farmers from Study 1 and an additional 230 US farmers. Furthermore, Study 2 tested the concurrent validity of the new scale by demonstrating significant associations with reported sustainable farming behaviors. These findings underscore the complex interplay of motivational, cognitive, and social processes influencing sustainable farming practices. The integrated psychological model developed through this research provides parsimonious and valuable insights for policymakers to foster sustainable practices in farming effectively. The confirmation of this model across farming populations enhances its generalizability and potential to guide targeted interventions aimed at achieving behavioral change in pursuit of Net Zero targets in agriculture.