Abstract
Sustainable intensification of animal agriculture will rely on the acceptance and adoption of many new practices and technologies. We discuss the literature related to behavior change and sustainable practice adoption in the context of beef cattle production, focusing on sustainable rotational grazing and the use of cover crops. Research from a variety of contexts is discussed with a conceptual framework that combines diffusion of innovation theory with the reasoned action approach. Background characteristics of producers and their operations as well the characteristics of any new practice/technology will influence producer perceptions of them. These background and perceived practice characteristics will influence producer behavioral, normative, and control beliefs regarding the behavior, which will in turn inform attitudes about the behavior and perceptions regarding behavioral norms and the capacity to adopt new behaviors. Factors such as the demographics of beef cattle producers, land tenure, and labor and credit availability, as well as producers' concepts of what it means to be a "good farmer", should inform the conceptualization and development of new practices and technologies to increase the likelihood of their adoption.