Characteristics of water quality mitigation measures that lead to greater adoption on farms

Globally, agriculture is a significant pressure on water quality. While nutrient and sediment loss from agricultural land to water can be scientifically complex, mitigation measures primarily focus on reducing farm nutrient stocks or blocking loss pathways. The appropriateness of mitigation measures is dependent on the identification of specific context-related risks on individual farms. However, advisers also need to consider the likelihood of uptake of measures by farmers. Past research has looked at uptake of particular mitigation measures or a small range of measures. This research expands the literature with an analysis of uptake of a broad and diverse range of measures. Farm characteristics, farmer norms, knowledge required and costs (direct and indirect) associated with individual mitigation measures are investigated to identify factors that could influence greater adoption. Results show that alignment to farmer norms and lower specific costs were associated with high adoption rates. These results have implications for advisers in relation to the selection of measures most likely to be adopted by farmers, and also for policy-makers in relation to the need to incentivise the adoption of high-cost measures.