Using human behaviour change science to improve animal welfare

Abstract Improving animal welfare requires more than technical solutions - it requires changing how people think and act. This talk explores how behaviour change frameworks can be used to address persistent welfare challenges across farming and companion animal contexts. Drawing on three applied projects, OneWelPig, which focuses on supporting the development of higher welfare pig farming systems on the island of Ireland; PigTail, a project to end routine tail docking in Ireland; and a recent collaboration with an animal welfare charity on improving small mammal housing in the UK, this session will examine the behavioural factors that shape welfare practices and how they can be addressed through structured, evidence-based interventions. The talk will demonstrate how models from Health Psychology, like the Behaviour Change Wheel, can be used to design practical, targeted strategies for improving animal care, and will reflect on lessons learned when working with farmers, stakeholders, and the public.