Using Ethnographic Decision Tree Modelling to Explore Farmers’ Decision-making Processes: a Case Study

Agriculture is the foundation of the Manawatu/Wanganui region’s economy, which consists of 300,000 ha of highly erodible land. Past land management practices caused a major threat to the long-term sustainability of the region. Horizons Regional Council introduced Whole Farm Plans (WFP) as part of a variety of tools to protect and conserve the land. This paper discusses the progressive findings of a study about farmers’ WFP adoption decisions. Following Gladwin’s (1989) ethnographic decision tree modeling (EDTM) approach, qualitative interviews were held with a sample of 15 WFP adopters and 14 non-adopters across the Region to develop the adoption decision tree. Key findings were that hill country farmers’ decision to develop, or not develop, a WFP was based on six fundamental criteria: (1) their awareness and concern of the issues of soil erosion and water quality and/or siltation of rivers and streams in the region and/or their farm; (2) the degree to which retiring land on their farm by fencing and tree planting would help solve the issue; (3) the degree to which the current status and level of development of the farm still allowed for further fencing and/or tree planting; (4) perceived benefit of the plan; (5) consideration of the enabling/disabling factors, which included the willingness to invest time, effort, and capital in the development and implementation of the plan.