Acceptability of new innovations and farming systems

Social acceptability of new innovations and farming systems to achieve net zero is vitally important if we are to achieve widespread uptake and their successful implementation. Our team of social scientists will be working with farmers and other stakeholders to understand the perceptions, attitudes and behaviours related to existing and new farm practices required to achieve net zero, and how these differ across demographics and sectors. In addition, we will evaluate the economic implications by assessing the market and non-market based costs and benefits, trade-offs and beneficiaries of net zero plus agriculture.


We will adopt a range of approaches to achieve this, including:

  • 5-minute mobile phone surveys with a donation to a farmer charity of your choice
  • In-depth stakeholder questionnaires and interviews, and 
  • Horizon-scanning workshops.