A generalised farmer behaviour model for adoption of environmental measures

This paper presents a generalised framework to understand the behavioural drivers behind the adoption of environmental farm measures in Ireland, using the Theory of Planned Behaviour. It analyses farmers' intentions towards adopting a portfolio of measures aimed at improving water quality, incorporating data from a structured survey. The findings highlight the significant role of subjective norms, perceived behavioural control, and farm characteristics in influencing adoption intentions. The study offers valuable insights for policymakers and practitioners designing interventions to encourage environmentally responsible farming practices, contributing to the literature on sustainable agricultural practices and behavioural change.