The transition to sustainable agriculture and forestry is often described in terms of technologies, practices, and policy frameworks. Yet behind every innovation lies a simple reality: sustainability depends on human behaviour. The effectiveness of climate-smart tools, nature-based solutions, or new policy measures ultimately relies on how farmers, foresters, and land managers make decisions in their everyday environments.
This is why behavioural change matters. Technical solutions and policies can point the way forward, but people determine how quickly and effectively progress is made. Understanding why individuals choose certain practices and how their motivations, constraints, habits, and social environments shape those choices is essential for achieving meaningful and lasting sustainability outcomes.
For years, the assumption was that providing more information would automatically lead to better environmental decisions. However, research consistently shows that information alone rarely shifts behaviour. Decisions are influenced by many factors that go beyond knowledge: uncertainty about economic risks, time pressure during peak seasons, administrative burdens, trust in institutions, social expectations within farming communities, and deeply rooted local traditions. A farmer may support sustainable practices but feel discouraged by complex paperwork or unclear requirements. A forester may want to apply more climate-friendly measures but find it difficult to adapt to daily operations. Recognising this complexity is crucial for designing interventions that reflect real conditions on the ground.
Behavioural insights help address this gap between intentions and actions. They show how small, thoughtful adjustments in the decision environment can make sustainable choices more accessible and achievable. Green nudges, for example, can support individuals by offering timely reminders, simplifying decision pathways, providing personalised feedback, or creating opportunities for peer learning. These approaches do not replace incentives or regulations; instead, they complement them by making policies easier to understand and act upon. They work with how people naturally make decisions rather than expecting perfect rationality in every situation.
PRUDENT places behavioural change at the core of Europe’s transition toward sustainable agriculture and forestry. Through experiments, interviews, and real-world testing across arable crops, perennial crops, livestock, and forests, the project seeks to understand what drives or limits behavioural shifts. It does not only study behaviour; it aims to embed behavioural thinking into policy design. By identifying the motivations, challenges, and contexts that shape decisions, PRUDENT contributes to social innovations, business models, and policy tools that are grounded in everyday realities and therefore more likely to succeed.
Sustainability will not be achieved through technology or regulation alone. It requires a human-centred approach one that acknowledges farmers and foresters as decision-makers balancing environmental goals with economic viability, family traditions, and community expectations. Behavioural change matters because it turns ambition into action. It ensures that well-designed policies become workable practices and that land stewards feel supported rather than burdened in the transition.
By emphasising the human side of decision-making, PRUDENT helps build agricultural and forestry systems that are not only climate-friendly but also practical, resilient, and aligned with the needs and realities of those who care for Europe’s land every day.
