Utilising behavioural science to create practice change in agriculture: a case study with the Queensland sugarcane industry

Many disciplines in agriculture, particularly agricultural extension, are currently tasked with the challenge of increasing the adoption of more innovative, sustainable and productive methods of farming. However, it is often difficult to achieve widespread practice change given the complex nature of the industry, stakeholders, and geographic regions. This paper outlines a behavioural science approach to enabling widespread agricultural practice change through targeting key groups and their leaders. Drawing on these insights, a four-step methodology for disseminating new practices within a complex population is provided. The final section outlines a case study for how the four-step methodology was utilised throughout Project Cane Changer – an evidence-based behavioural change program for the Queensland sugarcane industry. It is intended for this methodology to be applicable for practitioners concerned with increasing the adoption of new and innovative practices throughout agricultural sectors, such as extension staff. Key words Behavioural science, psychology, behaviour change, practice change, cane farming, sugarcane, Great Barrier Reef