‘Greenlash’ and reactionary stakeholders in environmental governance: An analysis of soy farmers against zero deforestation in Brazil

Abstract

The rapid disappearance of tropical forests has led to increased adoption of sustainability policies and commitments. However, the implementation of zero-deforestation commitments remains inadequate, due to challenges such as resistance from beneficiaries of the status quo in agricultural commodity-exporting countries. This study focuses on soy farmers in Tocantins, a state in the Cerrado ecoregion of Brazil which has high rates of deforestation. A focus group was conducted to understand farmers' perspectives and responses to the emerging deforestation-free supply chains agenda. The farmers held various beliefs, including strong inclination towards conspiracy theories. They were skeptical towards environmental regulations and suspicious of foreign influences while rallying for greater autonomy and control over their (agri)business practices. Political ideologies, particularly those associated with the former Brazilian president Jair Bolsonaro, heavily influence the farmers' beliefs in conspiracy theories, posing a challenge to the expansion of zero-deforestation regulations. Preventing the spread of conspiracy theories among farmers is of utmost importance. Efforts should target leaders who promote such theories, and the improvement of communication that critiques underlying ideologies. Trusted stakeholders, such as environmental consultants and agronomists, play a key role by supporting farmers in adopting sustainable practices while addressing their concerns and skepticism. From a policy perspective, relying solely on importer countries’ regulations, such as the European due diligence requirements, may face challenges in halting deforestation. The reactionary profile of soy farmers requires a multifaceted governance response that involves Brazil’s national government to implement stricter national legislation.