An exploration of conservation decision making by farmers of the Red River Basin, Minnesota: The role of values, identity, and perceived behavioral control

This study explores the relationship between values, identity, and perceived behavioral control and their influence on agricultural conservation decision making. Twenty-four qualitative interviews were conducted with farmers and agricultural landowners in two Minnesota sub-watersheds of the Red River Basin. Study findings reveal participants hold values and identities consistent with natural resource conservation. However, they also perceive an inability to act in accordance with their values and identities. This research builds on other farmer behavior studies by investigating perceived control as a moderator of conservation behavior. A better understanding of farmer decision making will enable land managers, resource professionals, and policy makers to enhance conservation initiatives and interventions by addressing constraints to conservation action. Programs and policies more closely aligned with farmer values and identities and providing a greater sense of control will be better received by farmers and agricultural producers.