To improve the ecological effectiveness of agri-environment-climate measures (AECM), collective approaches to co-ordinate AECM beyond the farm level have emerged, which are characterised by different levels of co-operation between individual farmers. As participation is voluntary, understanding farmers’ perspectives on collective action in the context of these economic incentive instruments is crucial to improve existing or design novel approaches. We conducted a Q study on farmers’ viewpoints on collective AECM in the Netherlands, where all AECM have to be realised jointly since 2016. Our results reveal three dominant views on collective AECM: a collective-oriented, a business-oriented and an environment-oriented perspective. Clear preferences for the collective approach show that even in cultures with strong values of independence joint action is possible, as farmers’ autonomy can be strengthened through co-operation. Considering different perspectives on collective approaches within the institutional design can help to develop more targeted, and thus successful, incentives.