Summary
One of the fundamental rules of effective communication is to “know your audience.” When engaging farmers in conservation in the U.S. and elsewhere where their participation is voluntary, communication should start with the fundamental recognition that farmers are heterogeneous in many ways; their attitudes, values, and motivations, as well as their farms’ biophysical and economic characteristics, can influence their behaviors. Previous typology research in Iowa, USA using data from a panel survey of farmers, revealed heterogeneity by identifying four types of farmers—Conservationists, Deliberative, Productivists, and Traditionalists—based on latent class analysis of variables measuring varied dimensions of awareness, attitudes, beliefs, perceived motivations, and barriers to practice adop
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