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Pro-environmental diversification of pasture-based livestock farms in European regions characterized by oceanic/maritime temperate climates is urgently needed to mitigate climate change, protect biodiversity, and ensure sustainable food production. To date, little is known about pro-environmental actions implemented by farmers based in these regions, their knowledge and beliefs about the practices they use as well as challenges encountered. The current study uses narrative interviewing approach employed predominantly within the social sciences to elicit and understand life experiences associated with farmers’ implementation of pro-environmental diversification. 15 Irish, 7 British, and 7 French farmers engaged in pro-environmental diversification were interviewed using a narrative approach. A qualitative, thematic analysis of the interview data found that, in most cases, farmers’ pursuit of pro-environmental diversification was associated with alternative farming systems such as organic agriculture, regenerative agriculture, agroforestry, and permaculture. Primary challengesexperienced by farmers implementing pro-environmental diversification were: a lack of clear regulation; information, and formal training in pro-environmental farming; along with labor requirements. The results of this study help to better understand farmers’ motivations in undertaking pro-environmental diversification and their perception of these actions, which can hinder the development of effective strategies and interventions to promote sustainable agriculture practices.

On-farm pro-environmental diversification: A qualitative analysis of narrative interviews with Western-European farmers