Motivations, Challenges, and Decision-Making in the Transition from Non-Agricultural Sectors to Farming : A Case Study of a New Tomato Farmer

[Abstract] This case study employed a semi-structured interview to examine the career transition of a new tomato farmer in his forties who transitioned from a non-agricultural sector, focusing on key motivators, challenges, and psychological perspectives shaping his decision-making. Financial instability was identified as the most important motivator for the career transition, while substantial start-up investment and the need to acquire agricultural knowledge were the two major barriers to entry. The pursuit of work-life balance was also identified as shaping his decision-making. Key challenges included managing production costs and maintaining output; however, an optimistic mindset and high self-efficacy enabled the farmer to persist and remain willing to expand his business despite uncertainty. Future subsidy levels and loan programs for new entrants may need to consider applicants’ varying income and savings levels to reduce barriers to entry. Moreover, incorporating psychological perspectives into policy design may help alleviate new entrants’ concerns. These findings are valuable for both new entrants and policymakers and offer deeper insights into how individuals adapt to environmental change during transitional periods under uncertainty.