The village has a lack of amenities- school, shop, regular bus service etc - which means demand for housing in the village is low, and it does not appeal to the types of people who are likely to seek affordable housing (younger couples or the elderly). There are frequently houses in the village that do not sell quickly - it seems pointless to build more, destroying a lovely and utilitarian field in the process. The surrounding properties are old / listed. New properties would likely not be in-keeping with the historic aesthetic of the village. There is no mains drainage - and the land drains poorly (often gets boggy in the rain) - building could also impact the neighbouring houses and farmland's drainage. It would also impact the views, noise levels and access.
The field has an established use by the village for games and fetes, plus is frequented on a daily basis by individuals and groups for dog walking and sports.
The land owners know there is extreme opposition in the village to this proposal, and yet have decided to press ahead anyway. By doing this, they expressly ignore the claims and wishes of the local residents. Any development will be poorly embraced by what is currently a small and close knit community.