Understanding and influencing positive behaviour change in farmers and rural land managers
The aim of this project, which was undertaken with Macaulay Land Use Research Institute, was to investigate the means by which the advice provided by Defra and its agencies can best be implemented to promote long-term positive behavioural change in land managers. Its focus was specifically on environmental behaviour with respect to soils, water and waste. The research involved a comprehensive literature review followed by a detailed analysis of five case studies.
Findings have shown that farmers differ in terms of their engagement with the initiatives. This is influenced by how advice is given, who gives advice and how the message and messenger are evaluated. In terms of their capacity to change, this is influenced by farm characteristics; finance; markets; human capital; labour; social capital; and time. Finally, in terms of their willingness to change, this is affected by individual values and self-identity and social influence.
The project report setting out these findings is accompanied by a Good Practice Guide intended for policy makers who are developing and implementing advice initiatives. The research was conducted over a period of 18 months (June 2006- December 2007) by Janet Dwyer (Project Leader), Jane Mills, Julie Ingram and James Taylor.
The final report can be downloaded from the Defra website
