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August 15, 2026Environment and Behavior

Changing Norms Through Peer-to-Peer Learning in a Demonstration Farm Program

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Authors

SWSophia Winkler‐SchorAWAdrienne WeinerCWChloe B. Wardropper

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Overview

Qualitative interview study reveals peer-to-peer learning shifts social norms around conservation, indicating pathways to accelerate sustainable land management adoption among farmers.

Key Points

  • Investigate how peer-to-peer learning within a demonstration farm network influences descriptive, injunctive, and dynamic social norms to drive agricultural conservation practice adoption.
  • Evaluated the Wisconsin Demonstration Farm Networks Program promoting cover cropping, conservation tillage, and low-disturbance manure application.
  • Conducted semi-structured interviews with 45 farmers to evaluate normative changes and behavioral diffusion mechanisms.
  • Demonstration programs catalyzed normative shifts by establishing institutional credibility, enhancing practice observability, and sharing broader adoption trends.
  • Normative mechanisms supported the diffusion of sustainable management practices from innovators to early adopters and early majority farmers.

Cite This Study

Winkler‐Schor et al. (2026) studied this question.

synapsesocial.com/papers/6a8019fe75c2e31742c8649fhttps://doi.org/10.1177/00139165261475058
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Also Consider

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  1. 1Mapping the flow of conservation information across Wisconsin farming communities: Evidence from a social network analysis2026 · 1 citations
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  5. 5Evaluating conservation incentive programs: Piloting a novel approach to enabling farmer behavior change2026