The role of information in land-use decision-making : The perspective of farmers in New Zealand :

Abstract

Agri-food systems are facing increasing pressure to transition toward more sustainable alternatives, which are information-intensive and may require different forms of knowledge. Therefore, optimal and sustainable land-use decision-making requires effective information provision. However, digital technologies and the information age have changed the ways in which farmers interact with information. This necessitates different approaches and raises questions regarding how and why farmers gather information and whom they trust. Thus, the purpose of this study was to explore the role of information in land-use decision-making from the perspective of farmers in New Zealand. Twenty-two semi-structured interviews with commercial pastoral farmers and a focus group with emerging young farmers were conducted. The results evidence that information is important for decision-making and that gathering processes are personal and contextual. The farmer participants sourced information from a variety of sources across digital and physical formats. Traditional institutions (i.e., industry groups) were recognised; however, digital and informal sources (i.e., the internet and interpersonal networks) were the most utilised. The farmer participants engaged as researchers and information curators online and within networks, to share learnings in communities of practice. The young farmer participants particularly interacted digitally, following farmer influencers and utilising artificial intelligence (AI). Audio formats were acknowledged as useful, and information about consumers was important, signalling market orientation. Combining formal and informal elements, the farmer participants valued how catchment groups are community-led and outcomes-focused. Additionally, knowledge brokering through intermediaries at the catchment level assisted with information exchanges. The most trusted sources of information were other high-achieving farmers and interpersonal networks; however, there were mixed experiences with peers. Validation of information occurred through a triangulation and cross-referencing process. Attempts to determine what is trustworthy were challenging due to misinformation and information overload, which hindered effective decision-making. Farmers largely felt that strategic land-use information was challenging to source, especially in relation to regional contexts. Overall, the results signal the need to combine the best of informal and formal sources and that farmers should be recognised as co-creators of information. This research contributes to the literature on information and farmer decision-making in the information age. Potential actions that emerge from the findings include improving digital literacy, hybrid approaches to information provision, adopting listening rather than telling approaches, and supporting intermediaries. These insights could be of interest to inform effective approaches to information provision. Future research into digital literacy, the perspectives of information providers, and the influence of evolving sources (i.e., AI) would be useful. Additionally, the implications of misinformation and information disorders on trust and decision-making should be considered. It is concluded that as technologies evolve, an ongoing conceptualisation of information and farmer habits will be required.