Goal frames and sustainability transitions: how cognitive lock-ins can impede crop diversification

Abstract Transitions towards more sustainable agricultural systems are often characterised by ‘lock-ins’, understood as self-reinforcing mechanisms that reproduce the status quo and impede change. While socioeconomic, technological institutional lock-ins have been widely used to understand processes of transitions in agri-food systems, role so-called cognitive is still under-investigated. In this study, we focus on how settings create farmers’ decision-making related adoption practices. We apply goal framing for environmental behaviour transition theory explaining socio-technical conditions may shape farmer’s decision-making. Empirically, example diversifying crop rotations with legumes an established strategy increase biodiversity soil health, reduce agrochemical use, emissions pollution, which remains rare European agriculture. use two cases Atlantic pedo-climatic region, Cornwall, UK, Gelderland, Netherlands. Using in-depth interview data farmers extensive supplementary secondary data, explore context-specific interact normative, gain-oriented hedonic frames (un-)desirability diversification legumes. This creates recognisable lock-ins: context drastically perceived viability alternative Our findings case suggest framework developed study help identify regionally specific, well common, barriers solutions comparable practices relevant sustainability systems.