Values,trust, and management in New Zealand agriculture

This study provides empirical evidence of the link between outlook and practice among farmers, foresters, and growers in New Zealand. Specifically, we use a large, nationally representative survey to assess how foci on production and environmental outcomes influence the adoption of six good management practices aimed at increasing agricultural sustainability. We then show that while environmentally oriented and production-oriented decision-makers are statistically more prepared to take risks, all rural decision-makers are more likely to adopt new technologies and good practices after seeing their relative advantages successfully demonstrated. Next, we show that social and professional networks are small, often limited to five or fewer operators, which begs the question about how the risk-averse operators become informed about good practice. Hence, we ultimately analyse trust in order to identify other credible demonstrators or informants. We find that veterinarians are the most trusted source of information and that government (at all levels) is the least.