In this paper we uncover the emotional factors that contribute to the adoption, or rejection, of different categories of innovation by dairy farmers in Munster, Republic of Ireland. Although emotions have been extensively researched in different fields, little research to date has examined the effects of emotions on farmers' decision making. Munster is the most important region for grass-based dairy farming in Ireland and this type of farming still plays an important role in Ireland's economy and sense of self. By using in-depth interview data from 27 dairy farmers and 6 other participants in the local industry we identified three categories of innovation that were influenced by different emotional pathways. We further uncovered the strong value-driven emotions that underpin the Irish dairy farmers' beliefs about what farming is, and means, and the influence that this has on innovation choices
