The switch in focus onto demand side raises a more general question about behaviours and behavioural change in relation to mitigation and adaptation. While it is one thing to identify efficient mitigation and adaptation potential, it is another to affect the changes that are required to ensure the adoption of the relevant measures. The fact that win-win mitigation potential is not exploited indicates more complex technical and behavioural barriers that need further exploration before appropriate instruments can be promoted. Similarly, the longer-term nature of impacts means that adaptation attitudes are uncertain and postponement may be privately rational though socially sub-optimal. Such behavioural "anomalies" are observed in other spheres of agricultural management and there is a body of work considering attitudes and behaviour responses in relation to agri-environmental schemes. If a voluntary approach to emissions is to be pursued then more targeted work on behaviour and technical barriers to mitigation options would be valuable. The behavioural approach appears to be finding favour in some academic and government spheres and there is a growing literature attempting to apply the main findings to environmental management (NEF 2005; Shogren and Taylor, 2008). Behavioural studies in relation to climate change adaptation do exist (Whitmarsh, 2007; Lorenzoni et al., 2007), but few that we are aware of focus on the agricultural sector.

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