Harnessing the Science of Social Marketing and Behaviour Change for Improved Water Quality in the GBR: background review of the literature

This document is intended to provide an extensive review of the existing literature relating to behaviour change, either directly in the agri-environment context, or from wider contexts where findings may then be applied to agri-environmental issues. A specific focus is placed on the use of social marketing approaches, acknowledging the complex range of influences on behaviours and pressures, such as climate change and extreme weather events that are beyond the control of land managers