Sensemaking and the influencing factors on farmer decision-making

The budget for the Common Agricultural Policy (CAP) is €365bn (European Commission, 2018) 2021–2027, with majority allocated to farmers through direct payments. Given economic vulnerability of many farm enterprises, and concern about sustainability food supply a growing worldwide population, these payments are provided encourage production. Despite this vulnerability, do not appear run their business sole intention profit maximisation. This paper explores various financial non-financial influencing factors on strategic expansion decision-making process aim assisting policymakers advisors develop deeper understanding that process. As result, agricultural policy may be more effectively formulated advisory services improved. Semi-structured interviews were undertaken 27 who have decisions. Subsequently, interview findings presented focus group probe them in detail. A wide range emerge. Analysis by specific type decision provides further insights. It proposed act as cue which trigger sensebreaking activity cause farmer enter sensemaking, culminating being undertaken.