Understanding the determinants of responsible agricultural spraying practices: a segmentation approach

Purpose As poor agricultural spray practices can result in inefficiency, product resistance and the occurrence of spray drift, we investigated the determinants (barriers and drivers) associated with responsible spray practice with emphasis on reducing spray drift.Design/Methodology/Approach We interviewed 30 key informants across the cotton, grain and horticulture industries and surveyed 180 growers to identify key spray behaviours and identify potential drivers and barriers, which were categorised using the Capability, Opportunity, Motivation Behavioural model. Latent profile analysis was used to segment growers based on their current adoption of the key behaviours.Findings Twenty key behaviours to fulfil the goals of responsible spray practice were identified and three grower segments based on current adoption of these key behaviours – Best Practice Operators, Inconsistent Adopters and Disengaged Operators – along with 77 determinants that enabled or impeded key behaviour adoption.Practical Implications Our results underscore the complex nature of responsible spray practices and the large number of barriers faced by growers to get it right every time they spray. It offers actionable insights for developing effective interventions to assist growers and enhance agricultural spray practices.Theoretical Implications By the use of psychological theory and audience segmentation, we have generated evidence and analysis that can be used in the development of agricultural education and extension strategies.Originality/Value Our study is the first to demonstrate the value of applying the COM model and Behaviour Change Wheel framework to identify targeted interventions and policy strategies that could effectively improve agricultural spray practices.