A key focus of extension in the Tasmanian dairy industry has been to increase implementation of pasture management practices and subsequent increase in pasture production, through supporting development of farmer knowledge, skills and confidence. Despite this focus, average pasture utilisation on Tasmanian dairy farms is still well below potential (Dairy Australia 2015). Significant variation exists in adoption and adaptation of pasture management practices, and in the extent farmers engage with extension activities (Hall et al. 2017), suggesting that changes could be made to extension programs to improve future engagement and adoption.

Adoption and practice change as an outcome of extension is a social process, influenced by personal and social factors (Pannell et al. 2006; Wauters and Mathijs 2010). Individual characteristics that impact extension engagement include education, social networks, farm business characteristics, activity type and learning environment (Fulton et al. 2003). To be successful in achieving practice change, extension programs require a variety of delivery methods and training options to cater for individual preferences (Kilpatrick 1996). To increase success, a participatory process, including farmers in information research and extension methods and outcomes, is suggested (Pannell et al. 2006). Understanding farmers’ attitudes, beliefs and social environment through social research is essential for effective design and targeting of extension activities.