To clear or not to clear: Unpacking soy farmers' decision-making on deforestation in Brazil's Cerrado

Agriculture-driven deforestation has come to the top of environmental policy agenda as one main sustainability issues current food systems. A major case is soy production in Brazil, largest grower and exporter what become world's crop choice for animal feed protein. Soy expansion contributed continuous erasure Brazilian Cerrado, a highly biodiverse savanna with significant underground carbon storage that plays vital hydrological functions but remains mostly unprotected. Much remaining Cerrado vegetation located within private farms can be cleared legally; therefore, understanding farmers' attitudes regarding paramount. Hence, this study explores analyzes perspectives, attitudes, behavior concerning land-use change. We draw from literature semi-structured interviews 24 farmers Tocantins State, part an agricultural frontier region called Matopiba. Our findings show how soy-farmer follows primarily economic rationale unconcerned sustainability. Farmers have moved attracted by cheap land prices mainly occupied degraded pastures. Still, they directly planting little restraint. Although chiefly interested increasing yields, Brazil's feel entitled open new areas whenever means motivation. They may also engage pre-emptive fear more stringent forthcoming regulations. Such offer cautionary note strategies hope conserve through voluntary behavioral change, such adopting “best practices” or focusing on improving already-open areas. argue greater regulatory stringency enforcement are much promising pathways context excessive permissiveness actors oriented profit allowed do. Well-enforced public policies legally restrict their rights protect would royal road, supply-chain actors, too, need stricter about requesting conversion-free soy. conclude that, without actions, promise continuation business usual toward Cerrado's end.