Farmers’ behavioural inclinations and their influence on the anticipated response to the reform of the Common Agricultural Policy in England

Abstract

University of Reading has completed a research project recently on behalf of Defra (Department of Food, Environment and Rural Affairs) to understand the behaviour and motivation of farmers in adjusting to the reform of the Common Agricultural Policy, particularly to the Single Payment Scheme. Interesting insights into how farmers can be expected to use the Single Payment (SP) have emerged. The Reading project has created an ‘influence’ model to identify the factors that are likely to determine farmers’ responses, in a differentiated way, to the unprecedented event of the SP. A typology of farmers, a refined set of behavioural types, capable of providing insights into farmers’ intentions with regard to the SP has been created. Data were obtained from a postal survey of a stratified (by region and farm type) random sample of 3,000 farmers in England in January 2006. Some 683 useable responses to 25 statements on “objectives” in farming, and 26 statements on “values” were received. Using Factor Analysis, Principal Component Analysis and a two-step Cluster Analysis five distinct behavioural types were identified eventually: family orientation, businessman / entrepreneur, enthusiast / hobbyist, lifestyler, and independent / small farmer. Most of the statements on objectives and values represent long term, enduring aspirations and, therefore, the behavioural types extracted from them can be expected to remain stable despite changes in the policy and business environments for farmers. The questionnaire also elicited farmers’ attitudes and likely responses to the introduction of the SP. The conceptual framework of the Theory of Planned Behaviour (TpB) was used as it postulates that behavioural intention is determined by a combination of attitudes towards the outcomes of the behaviour, perception of the views of others towards the behaviour (subjective norm), and the degree of control one thinks one has over a decision to carry out the behaviour (perceived behavioural control). A set of six behavioural responses were identified through discussion with farmers including a general response of changing one’s farming system and practices in the next five years, and five specific ways of applying the SP. A two stage process was used to collect data on key TpB variables: a series of focus groups identified a set of consequences (“outcome beliefs”) that farmers believed may or may not ensue as a result of the Single Payment Scheme and, a list of people and organisations (“referents”) to whom farmers might turn for advice in respect of the use of the SP. The analysis of farmers’ responses shows that of the five potential methods of using the SP, the most likely to be adopted is to regard it as a substitute for the previous productionlinked subsidies. Although some of the normative influences on behaviour are not statistically significant, a scrutiny of the motivation to comply and respondents’ subjective beliefs reveal interesting insights. The respondents felt that family members, business partners, accountants and the farming press would strongly support changing the farming system and practices as a result of the SP, while Defra, land agents and other farmers would be indifferent or against the idea. Respondents are least motivated to comply with what Defra, consultants and land agents might suggest. They were also not likely to follow the views of other farmers, except the views of those with whom they associate closely in farmers’ clubs. This could imply that they