A Social Science Literature Review to Inform AHDB on Different Approaches to Changing Behaviour and Influencing Decision Making On-farm

To review current literature from both within the field of agriculture and also from other professional sectors, which can inform AHDB on how it can better understand and influence behavioural change on farm. Key outputs should include: • A series of recommendations that AHDB could adopt immediately to further develop our communication strategies with the industry to achieve greater impact on farm • Identification of gaps in current knowledge that AHDB could seek to address in the future