Environmental degradation caused by dairy farming can be positively affected through conscious decision making by farmers. This thesis examines how Waikato dairy farmers use information transfer processes within their environmental decisions. Previous authors have defined such processes, documenting how people progress from awareness to action in varying circumstances. However, there is a gap in the case of specific research regarding environmental action and the nature of interactions between farmers and their key information sources in New Zealand.

Eleven in-depth semi-structured interviews were conducted to provide insight into farmer’s perspectives, with real-world examples and outcomes being identified. Interview transcripts were then unpacked using thematic analysis to identify themes/trends amongst participants. Through this process, the requirements necessary for information to be actionable are identified, with examples of sources and channels that meet these criteria provided.

Comparisons between sources of information (industry bodies, media, peers, salespeople, government, iwi, and scientific papers) gives perspective on the level of importance that each hold for farmers. When viewed in conjunction with the channels valued by farmers, information about environmental innovations/practices can be disseminated effectively, encouraging pro-environmental change. This improves current and future outcomes, from safe effluent and fertiliser management to the adoption of innovative cropping techniques and emissions reduction strategies. Effective information transfer is in the interest of both the dairy industry, through addressing evolving customer needs, and government, through reaching national and regional environment goals.