Exploring participation in a sustainable farming initiative with self-determination theory

ABSTRACTSustainable farming initiatives (SFIs), which aim to support farmers’ adoption of sustainable practices vary in the degree of farmer participation. In this study, we explored the influence of SFI design characteristics on farmer motivation to participate. Based on self-determination theory, we framed farmer participation by linking participants’ motives and motivational processes, participation context and participants’ perception of that context. Using a mixed-method investigation, we analysed Veldleeuwerik, a Dutch SFI with about 400 members. We observed four motive types, in order of importance: knowledge exchange, business opportunities, sustainability and social contact. By combining them with five types of motivational regulation, our research revealed that motives are directed by a diversity of underlying motivational processes, and that both are influenced by the participation context, or SFI design. Based on these results, we suggest that SFIs who wish to attract farmers who are not auton...