CHEERS will use focus groups, interviews, and surveys to identify the factors that have influenced both past and current winter cropping decisions, as well as those that could motivate greater adoption moving forward. We will assess a range of factors across this decision-making timeline, including:
• Perceived benefits of winter crops (e.g., economic return, soil health, water quality).
• Perceived drawbacks (e.g., financial cost, time commitment, weed and pest pressures).
• Lifestyle compatibility and how winter cropping fits with existing farm routines.
• Technical and infrastructural readiness for implementing winter crops.
• Observability and trialability, or the ability to see results and experiment on a small scale.
• Complexity, including clarity of guidance and ease of implementation.
• Risk perception, such as the predictability of outcomes and likelihood of benefits or drawbacks.
• External influences, including policies, institutions, and peer or advisor input.
• Access to support, such as educational, technical, and financial resources.
• Adoption behavior, including individual readiness, pace of adoption, and personal value orientations
