Applying the behaviour change technique taxonomy to explore farm advisors’ perceptions of behaviour change support on-farm

Purpose
Farm advisors are professionals who support farmers to enhance their knowledge, develop skills and solve problems, to facilitate the adoption of beneficial behaviours. However, there is a dearth of literature, exploring how advisors deliver this support to farmers; or more specifically, the ‘behaviour change techniques’ (BCTs) they use. Accordingly, using the Behaviour Change Technique Taxonomy v01 (BCTTv01), the current study will explore the support advisors perceive they deliver to farmers, to foster on-farm behaviour change, and the factors which influence its effective delivery.

Design/Methodology/Approach
Eight semi-structured interviews were conducted with farm advisors. Interview transcripts underwent inductive/deductive hybrid thematic analysis, to identify the specific BCTs advisors delivered when working with farmers and the factors which influenced their effective delivery.

Findings
Twenty-one BCTs were identified, including goal setting and social support. Relational factors including building trust, fostering collaboration, displaying compassion and supporting autonomy, facilitated a supportive environment for the delivery of these techniques.

Practical implication
To assist advisors in their role, behaviour change training focused on understanding the change process and building motivation, is needed.

Theoretical implication
The findings advance the theoretical understanding of how advisors support behaviour change on-farm, through the application of the BCTTv01.

Originality
This study takes a novel approach to further the understanding of how advisors support on-farm behaviour change, by utilising the BCTTv01.