“It’s ‘common-sense’ farming”: Exploring farmers’ decision-making and behaviours towards adopting circular agricultural practices.

Adoption of more circular farming systems could offer an important avenue for sustainable agricultural transitions by promoting renewable and recycled resources to reduce the need for external inputs, enhance nutrient cycling and farm profitability, and reduce greenhouse gas emissions. This study explored UK stakeholders' perceptions of circular farming practices through focus groups with 16 agricultural industry experts and policymakers, and 17 semi-structured interviews with farmers already engaged in circular practices. These were analysed using the COM-B (Capability/Opportunity/Motivation-Behaviour) model to understand factors affecting adoption. Farmers perceived circular agriculture as a ‘win-win’ solution offering economic, social and environmental benefits, bridging ‘environmentalist’ and ‘productivist’ priorities. They also recognised the principles of circularity as ‘common-sense’ and aligning with their established knowledge and values, reinforcing their identity as ‘good [food producing] farmers’. However, despite these positive perspectives, there remains a need for interventions to enhance uptake, including targeted communication strategies and knowledge exchange to promote awareness and engagement across the sector. In addition, the implementation of circular practices often necessitates collaboration at various scales, particularly in integrating crop and livestock systems. Intermediary organisations could play a vital role in facilitating these partnerships and overcoming resistance stemming from socio-cultural norms and peer influence. Lastly, government support, including financial incentives, was seen as a critical factor in enabling the transition to circular practices and could mitigate risks by providing economic stability. Overall circular agriculture presents a promising pathway towards net zero goals by embedding sustainable practices that align with farmers' established values and knowledge.