Adoption of support tools for biodiversity conservation: a mixed-methods analysis of ecosystem services awareness among Slovenian cattle farmers

Abstract

The study investigates how cattle farmers' self-assessed knowledge of ecosystem services, and their attitudes to both biodiversity and the European Green Deal (EGD) influence whether they adopt tools that support biodiversity. A mixed-methods approach was applied, combining an online survey ( N = 398) and focus group discussions ( N = 41) among Slovenian cattle farmers. The results show that a positive attitude to biodiversity and agreement with the EGD are statistically significant predictors of whether precision livestock farming tools to ensure biodiversity will be adopted. In contrast, self-assessed knowledge of ecosystem services exhibited a weaker association, suggesting that by itself awareness is insufficient to promote adoption in the absence of a complementary framework. Age was a significant factor, with younger farmers having higher adoption rates, reflecting generational differences in support for precision livestock farming tools and environmental awareness. Gender and education had limited effects on the adoption of technology, while organic farmers showed they were more willing to do so than conventional farmers given the way the methodology is biased towards ecosystem-based management practices. The qualitative results also revealed farmers consider their existing practices sufficient for conserving biodiversity, causing resistance to any more regulatory measures imposed by the EU. Participants highlighted financial constraints and insufficient policymaker communication as key barriers, while pointing to the need for increased dialogue and targeted financial support. Overall, the results stress the need for integrated strategies that combine educational initiatives, clearer policy communication, and economic incentives to narrow the divide between how in practice farmers view biodiversity conservation and their use of tools that support that goal.