Understanding why farmers change their farming practices : the role of orienting principles in technology transfer

Abstract

This report presents results from a qualitative study of sheep, beef and dairy farmers in the Temuka, Geraldine area of the South Island, New Zealand. Farmers' accounts of their farming practices, and how they decide to adopt, or not adopt, innovations are analysed to highlight the key orienting principles that guide their decision making. Farmers in each type of production have different orientations to innovation, in large part reflecting the nature of the industry in which they are located. Sheep and beef farmers emphasise profitability and the need to control risk and to farm safely. Dairy farmers emphasise increasing production, increasing efficiency and control by monitoring production. The results are important for alerting researchers and educationalists to the farmers' point of view in the development of effective extension.