Using psychology to understand practice change among sugar cane growers

Nitrogen and pesticide runoff from sugar cane farms have been identified as modifiable factors to improve water quality entering the Great Barrier Reef. The long-term protection of the Reef is therefore linked to the behaviours of sugar cane growers across Queensland. The current study surveyed the attitudes and practices of 48 cane growers in Queensland, focusing on psychological characteristics associated with farming practices and innovation. Projects that are aligned with growers' internal values, target their sense of identity, improve their knowledge about projects, and increase their social connections may encourage the adoption of farming practices linked to improved water quality. These findings highlight the potential importance of utilising psychological science to enhance the design, delivery and evaluation of projects aimed at improving farming practices.