Finding the sweet spot: Can social marketing encourage cane farmers to change practices for water quality outcomes in the Great Barrier Reef Catchment?

Dunstan, Laura, Pulman, Lisa, Waltham, Nathan, and Sargent, Sue (2021) Finding the sweet spot: Can social marketing encourage cane farmers to change practices for water quality outcomes in the Great Barrier Reef Catchment? In: Hay, Rachel, Eagle, Lynne, and Bhati, Abhishek, (eds.) Broadening Cultural Horizons in Social Marketing: comparing case studies from Asia-Pacific. Springer, Singapore, pp. 29-46.

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Abstract

The Great Barrier Reef is under increasing pressure from the cumulative effects of climate change, land-based runoff, coastal land-use change and direct use impacts. Many water quality behaviour change programs fail to achieve sustained change using traditional methods. NQ Dry Tropics received funding from the Queensland Government Reef Water Quality Program to trial methods with 14 farmers at two wetland sites, to achieve water quality outcomes in the sugarcane farming sector of the Lower Burdekin. These methods sought to increase the adoption of practice changes to reduce excess irrigation and nutrients in the fun off flowing into nearby wetlands using an adapted community-based social marketing methodology to understand an individual's perceived benefits and barriers to practice change, and create tailored extension, engagement, and communication tools. This paper will evaluate the effectives of using social marketing techniques to change the attitudes and behaviour of the sugarcane farmers.

Item ID: 73696
Item Type: Book Chapter (Research - B1)
ISBN: 978-981-15-8516-6
Copyright Information: © 2021 Springer Nature Singapore Pte Ltd.
Date Deposited: 24 May 2022 00:21
FoR Codes: 30 AGRICULTURAL, VETERINARY AND FOOD SCIENCES > 3002 Agriculture, land and farm management > 300202 Agricultural land management @ 20%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350612 Social marketing @ 60%
41 ENVIRONMENTAL SCIENCES > 4104 Environmental management > 410404 Environmental management @ 20%
SEO Codes: 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280111 Expanding knowledge in the environmental sciences @ 100%
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