Farmers' perceived values in intercropping: An application of the means end chain framework in Swedish agriculture

Values have been recognized as the principles that guide individuals' actions and behaviour. Insight into important values that drive farmers' behaviour in intercropping adoption, a sustainable farming practice, can contribute to promoting the adoption. This paper investigates the role that values take in shaping farmers' decision to intercrop in Sweden. Specifically, drawing upon the means end chain (MEC) approach and laddering interviews, the paper explores how intercropping farmers, in their own words, describe the attributes of intercropping, consequences of those attributes, and the values achieved from those consequences. The paper found that yield improvement, good fodder and healthy soil were the most prominent perceived attributes. Cost reduction and profitability were perceived by farmers as the two most important consequences of intercropping. Results highlight that though both pecuniary and non-pecuniary values jointly shaped the decision to intercrop, the former is the stronger motivator for adopting decision. The existence of multifaceted values suggests that intercropping farmers have strived for not only viable farm businesses but also environmental protection, social responsibility, and the happiness in their faming occupation. • Means end chain approach (MEC) and laddering interview techniques were applied. • Yield improvement, good fodder, and healthy soil were the most salient perceived attributes of intercropping. • Cost reduction and profitability were the most important perceived consequences of intercropping. • Pecuniary values were the stronger drivers of intercropping adoption, compared to non-pecuniary. • Farmers have strived for not only profitability but also environmental protection, social responsibility, and happiness.