BL Dora: Understanding Socio-Cultural and Behavioural Barriers to Carbon Management Tool Adoption: A Human-Centric Approach for Rice Farmers in India

Faculty: Business and Law

Supervisors: Prof Manoj Dora; Dr Prakashan Chellattan Veettil

Location: Cambridge

This interdisciplinary research project aims to develop a comprehensive understanding of socio-cultural and behavioural barriers to carbon management tool adoption, leading to the creation of a human-centric solution. The specific objectives are:

1. Analyse socio-cultural barriers:
• Map the influence of traditional farming practices and community norms on technology adoption through ethnographic studies.
• Quantify the impact of cultural identity and values on sustainable farming practice acceptance.
• Examine the role of social networks and community leadership in technology diffusion.
2. Understand behavioural dynamics:
• Measure risk perception and trust levels through standardised assessment tools.
3. Develop human-centric design framework:
• Create and validate a design framework incorporating socio-cultural and behavioural insights.
• Develop prototype tools based on user-centred design principles.
• Establish metrics for measuring cultural appropriateness and user acceptance
4. Implementation and community engagement:
• Deploy participatory action research methodologies.
• Establish feedback loops with farming communities.
• Create culturally sensitive communication strategies.

The research will employ a mixed-methods approach.

Qualitative components:

• Semi-structured interviews with 100 farmers across different age groups and farming scales.
• Focus group discussions with 20 farming communities.
• Ethnographic observation of farming practices and decision-making processes.
• Participatory rural appraisal techniques.

Quantitative components:

• Surveys measuring technology acceptance using validated instruments.
• Social network analysis of information flow within farming communities.
• Economic impact assessment of current vs. proposed practices.
• Carbon footprint measurement using standardised protocols.

If you would like to discuss this research project, please contact Prof Manoj Dora: [email protected]

Funding notes

The successful applicant for this project will receive a Vice Chancellor’s PhD Scholarship which covers the tuition fees and provides a UKRI equivalent minimum annual stipend for three years. For 2024/5 this was £19,237 per year. The award is subject to the successful candidate meeting the scholarship terms and conditions. Please note that the University asserts the right to claim any intellectual property generated by research it funds.

Download the 2024/5 terms and conditions (2025/6 terms and conditions TBC)