Do awareness-focussed approaches to mitigating diffuse pollution work? A case study using behavioural and water quality evidence

Efforts to tackle diffuse water pollution from agriculture are increasingly focusing on improving farmers' awareness under the expectation that this would contribute adoption of best management practices (BMPs) and, in turn, result quality improvements. To date, however, no study has explored full awareness-behaviour-water pathway; with previous studies having mostly addressed awareness-behaviour link relying disciplinary approaches. Using an interdisciplinary approach, we investigate whether awareness-focussed approaches mitigating indeed improvement, addressing pathway full. We worked Dŵr Cymru Welsh Water (a and waste utility company UK) a pesticide intervention programme, referred as “weed wiper trial”. The main goal trial was raise regarding promote uptake BMPs rising concentrations MCPA (2-methyl-4-chlorophenoxyacetic acid) raw three catchments Wales. factorial analysis variance, analysed 2006 2019 targeted control catchments. This followed by semi-structured in-depth interviews institutional stakeholders farmers varying degrees exposure weed trial. Results show concentration for both had reduced after implementation However, decline significantly larger (F(1) = 6.551, p < 0.05, n 3077, Partial eta-squared (ηp2) 0.002) (mean 45.2%) compared 10.9%). stakeholder indicate improved contributed changes behaviour these can be related improvements reflected concentration. Alongside awareness, other psychosocial, economic, agronomic factors, catchment weather conditions also influenced farmer's ability implement thus overall