Understanding the factors that influence farmers' decision to participate in agri-environmental measures (AEMs) is crucial for the development of these measures. In the master thesis, we used a combination of qualitative and quantitative methods to investigate the factors influencing farmers' decision to participate in the AEMs, thus preserving the extensive use of grassland in the Haloze area. Economic reasons, such as the level of payments and the impact of the measures on the livestock feed production, proved to be key decision-making factors, but farmers also put other factors at the forefront. These include the size of a farm, the age of the farmers, how well the farmers are informed about AEMs and the attitude of farmers towards nature. We were also interested in how the interpretation of the term “good farmer” among farmers influences their decision to join the AEMs. It turned out that among the farmers productivist view of agricultural activity prevails, which advocates "tidy" landscape management, and that the main goal of farming is to maximize food production and thus improve the economic situation of the farm. Therefore, extensive agricultural practices supported by AEMs deviate from the concept of a “good farmer” and this could be one of the reasons why farmers are less likely to opt for AMEs.
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