Adopting Ammonia Abatement: Thematic Insights into Farmers’ Perceptions and Policy Challenges in Irish Agriculture

Recently, several EU countries, including the Republic of Ireland, have struggled to meet legally binding commitments to reduce agricultural ammonia emissions. Some farmers readily embrace abatement measures, whereas others reject them. Research exploring technology rejection decisions is rare; however, understanding why some farmers reject recommended farming practices holds critical information that helps to inform policy, tailor government support schemes, and reduce pro-innovation biases. This study builds on the Grounded Theory method, data collected from focus group discussions with dairy and beef cattle farmers across eight key farming regions, and inductive thematic analysis. Three main themes, six subthemes and 26 codes were defined. The adoption of recommended bovine farming methods was hindered by affordability, compatibility, usability, availability, and information related barriers which may lead farmers to reject these methods altogether. Participants also expressed frustration with unfair pressure to reduce agricultural emissions along with insufficient recognition of the environmental benefits provided by well-managed grasslands, the contributions of cattle farms to the world food production, and the sustainability progress they have already achieved. This study recommends that future Common Agricultural Policy reforms adopt a holistic approach to address agri-environmental issues. The reforms should include accessible support schemes for small-scale farm owners and more effective efforts to raise awareness about the causes and consequences of farm NH3 emissions, available abatement methods, and the correction of misinformation.