Creating the meaning of sustainability - A report on farmers' interpretation and framing of sustainability in Västra Götaland
The research aim is to explore differences between the farmers’ and the governmental definition of agricultural sustainability to ease process of reaching a mutual understanding. By frame analysis as the theoretical perspective, and interviews together with ethnographic work as methodology, the study asks the following research questions: What is the farmers’ perception of the meaning of sustainability and how is it framed and created? Are the guidelines towards ecological and KRAV certification reasonable from the farmers’ perspective? When compared, what are the differences between the governmental and farmers’ definition of sustainability? The report concludes that the farmers interpret agricultural sustainability as an environmental circular process of growth, environmental conservation, local production, sufficient time to develop a family and social relations, and a minimum of economic self-sufficiency. The farmers frames sustainability with Heritage, local knowledge, media, education, social interactions, income, time, and first-hand experience. The creation is built on Heritage, word of mouth, friends, family, local knowledge, media, education, social interactions, income, time, and first-hand experience. The farmers see the guidelines to be organic/KRAV certified as reasonable but would benefit to be simplified and streamlined. The difference found in defining sustainability was that the process for the farmers is a long-term local project, often spanning generations to keep circle of growth functioning. The governmental definitions focus on change in the agricultural systems to achieve progress that rehabilitates the environment, ensures economic growth and social development.