Investigating bottlenecks hampering the adoption of water quality-enhancing practices for sustainable land management in Ireland

The scaling of adopted measures on farms is often proposed however, the factors that inform non-adoption of advised measures are typically overlooked. Better understanding of these factors could offer important insights for overcoming these bottlenecks and therefore offer important potential with respect to addressing agrienvironmental challenges. We investigated the factors hampering the adoption of sustainable land management practices advised by the main agricultural extension of Ireland. A large qualitative dataset (N = 760) containing farmers' reasons for rejection of advised practices was analysed to identify bottlenecks for adoption. Our research showed that rejection can be explained by different underlying reasons. While subsidies exist for the implementation of sustainable land management practices, incentives to implement are insufficient and costs remain the main barrier for the adoption of the sustainable land management practices. Additionally, land ownership challenges and the aging farming population hamper the adoption of sustainable land management practices. Next to an analysis of the reasons for rejection of all advised practices, we investigated three often advised sustainable land management practices in-depth: implementation of riparian buffer zones, preventing cattle access to watercourses and implementation of a nutrient management plan. The differences in barriers for adoption between these practices showed the need for nuanced communication in order to enhance uptake. In order to reach water quality targets through enhanced uptake of sustainable land management practice, advice should be framed and tailored to farmer objectives.