Injecting social psychology theory into conceptualisations of agricultural agency: Towards a post-productivist farmer self-identity?

Macro-scale changes to Western agricultural regimes have led to recent debates on the theoretical conceptualisation of agricultural change, particularly regarding the appropriateness of the productivist/post-productivist/multifunctionality (P/PP/MF) model. Within these debates concern has recently arisen as to whether the contemporary perspective, which derives largely from macro-level structural analyses (such as political economy), is compatible with the grassroots 'agency' perspective-i.e. whether our conceptualisations of agricultural change follow the Giddensian notion of structure/agency consistency. In this paper we contribute to this debate by investigating the extent to which farmers' self-concepts and attitudes towards post-productivist approaches are compatible with the current structural changes in agriculture. By introducing the notion from social psychology of a complex self-structure comprised of multiple and hierarchically organised identities, and by investigating the structure of these identities in farmers' idealised P/PP/MF selves, the study questions the idea that any transformation from productivism to post-productivism/multifunctionality will be in the form of a simple linear transition. Results from a survey of farmers in Bedfordshire (UK) and evidence from other studies throughout Europe and Western agricultural regimes demonstrate that-despite much talk of an increasing 'conservationist' component to farming-farmers' self-concepts are still dominated by production-oriented identities. The study concludes that there is a temporal discordance between the macro- and micro-structural elements of transition implied in the P/PP/MF model, and that we are witnessing at most a partial macro-structural driven transition towards a post-productivist agricultural regime. (c) 2005 Elsevier Ltd. All rights reserved.