Understanding the behavioural factors influencing adoption of sustainable practices: Insights from upland beef and sheep farms in Northern Ireland.

This study investigates the behavioural factors influencing the adoption of sustainable practices among upland beef and sheep farmers in Northern Ireland. Utilizing a survey of 357 farmers and Partial Least Squares Structural Equation Modelling (PLS-SEM), it identifies key factors driving adoption. Findings show that 71% of farms have adopted practices such as using manure instead of chemical fertilizers, planting trees, implementing low-emission slurry spreading, and reducing stocking density. Key influences on adoption include attitudes towards the environment, risk, and profitability, as well as social influences. However, barriers such as insufficient incentives, high costs, strict regulations, uncertainty about environmental benefits, and lack of training significantly impede broader adoption. Addressing these barriers and leveraging behavioural insights can inform policy design to enhance long-term commitment to sustainable farming practices. This research provides valuable insights for achieving sustainable intensification in agriculture by understanding and addressing the behavioural aspects of farmers' decision-making processes.