Nudging our way to better land use management

Northern Agricultural Catchments Council, better known as NACC, enhances the natural resources of the Mid West by motivating land managers to adopt environmentally sustainable practices.  Changing behaviour is never easy, especially when you are talking about peoples’ livelihoods. NACC knows it has a big job.

And that is how Social Dimensions has become involved.  Ann Larson and Peter Howard are advising NACC’s staff on measuring the impact of their educational strategies.  Along the way, the information from the evaluation will help NACC better target their activities.

For those academically inclined, Social Dimensions partners are using a Theory of Planned Behaviour to unpick the numerous factors that contribute to people making a deliberate decision.  Perceived benefits and costs, the expectations of others and a belief in one’s ability to make beneficial change all affect the final action.  Behaviour change programs usually seek to improve all of these factors that lead to adoption of new practices.

NACC and Social Dimensions have a longstanding relationship.  Working with NACC in 2009, Peter Howard ran and evaluated a social marketing campaign to increase Mid West residents’ understanding of key concepts such as sustainability and biodiversity.

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    ann.larson [at] socialdimensions [dot] com.au peter.howard [at] socialdimensions [dot] com.au

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