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Influencing farmers' decision-making behaviour

This report from the UK’s Agriculture and Horticulture Development Board reviews how the behaviour of farmers might be influenced so that the recommendations of researchers and policymakers can be implemented on farms.

The key recommendations of the report are:

  • Target messages carefully to your audience, and normally use optimistic messages
  • Fund and encourage knowledge exchange activities
  • Prove the value and ease of adoption
  • Incentivise behaviour change, including “nudging”

Read more here and download the full report, “Understand how to influence farmers' decision-making behaviour - a social science literature review”, here (PDF link). See also the Foodsource resource How far could changes in production practices reduce GHG emissions?

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