Motivations underlying farmers’ management decisions and willingness to adopt sustainable practices: A case study of the northeastern United States

Agriculture has a significant impact on environmental health and quality, and management decisions made throughout the food supply chain greatly influence these impacts directly or indirectly. However, farmers' influences which shape their management decisions are not well understood. In this study, we surveyed 65 apple orchard owners/managers in the northeastern US to explore their current management practices and whether their willingness to implement new, sustainable management practices are influenced by their values and perspectives related to the environment. We found that those who wish to support their communities and act as leaders in their field are more likely to be using sustainable management practices. Willingness to adopt new sustainable practices was strongly correlated with individuals who acknowledged the large negative impacts that conventional agriculture has on the environment. We also explored the key influencers and inhibitors behind current and potential hard apple cider production and found that while consumer demand and potential for increased profitability provided the largest draw, concerns regarding alcohol sale and distribution laws acted as a key inhibition. These findings help us understand how agricultural community and policy can build upon farmers' pre-existing values and perspectives to better assist sustainable orchard management. Findings suggest agricultural policies and economic incentives should be aligned with farmers’ values and perceptions and allay their concerns to achieve sustainability goals. This support could also help avoid further environmental detriment, while backing rural development and regional growth through apple and hard apple cider sales.