Beyond net zero: Understanding the wider motivations and barriers to the adoption of greenhouse gas mitigation and sequestration measures amongst UK beef and sheep farms

This paper draws on online survey responses from 111 UK beef and sheep farmers to provide an insight into engagement with the net zero greenhouse gas (GHG) target. First, we explore whether they consider the net zero target into their decision-making , and second, identify the motivations, perceived barriers, and behavioural controls influencing adoption of GHG mitigation and sequestration practices . Most respondents believed net zero was achievable and expressed some knowledge of required actions. However, consideration of net zero in routine decision-making remained limited. Behaviour also varied by farm characteristics: hill, smaller farms, and those with direct processor or retailer supply contracts, or had completed a carbon audit were more likely to consider net zero in decisions. Many farmers had implemented, and expressed willingness to adopt mitigation measures, largely motivated by productivity and economic benefits. For sequestration, measures to enhance soil carbon were popular, while afforestation was not. Several distinct characteristics were associated with a greater willingness to adopt GHG mitigation and sequestration measures. These included larger farm size, lowland farms, cattle-based enterprises, and completion of a carbon audit. Awareness of the net zero target did not significantly influence willingness to adopt. Strikingly, the majority of respondents were not aware of any co-benefits of implementing GHG emission mitigation measures, despite numerous potential positive outcomes for farm businesses. We recommend that communication of these co-benefits are prioritised in future knowledge exchange, and policy/advisory strategies should avoid framing net zero at the sector-level as a singular goal and instead embed mitigation measures within broader strategies for resilient and profitable farming systems.