Rachel Hay

Rachel Hay is an Associate Professor of Marketing at James Cook University (JCU) in Townsville, Australia. As a social scientist and early career researcher, Rachel’s work focuses on technology adoption, social marketing, and environmental protection interventions. Her PhD research explored “Technology Adoption by Women in Agriculture,” and she continues to investigate trans-disciplinary approaches to sustained behavior change.

 Rachel leads the Adoption Stream at the JCU Agricultural Technology and Adoption Centre (Ag-TAC), where she supports rural, regional, and remote communities in leveraging technology for sustainable agricultural growth. She is also a Research Fellow with the Cairns Institute and a member of the Centre for Tropical Environmental and Sustainability Science.

Rachel’s research projects aim to enhance connectivity and technology use in rural areas, and initiatives to reduce sediment and nutrient runoff in sugar cane farming. She has been involved in numerous projects, such as the Drought and Heatwave Social Network Analysis and the F2F TEKFARM project, which focuses on accelerating the adoption of drought resilience technologies.

In addition to her research, Rachel is an active member of several professional associations, including the Queensland Rural Regional and Remote Women’s Network and the Australian Women in Agriculture. She has received multiple awards for her contributions to research and community engagement, including the JCU Award for Excellence in Community Engagement and the ECR Open Access Champion award.

Rachel has published extensively in peer-reviewed journals, contributing to the fields of technology adoption, social marketing, and environmental sustainability. Her publications include articles in journals such as the Journal of Rural Studies, Environmental Science & Policy, and the Journal of Agricultural Education and Extension. Her work is widely cited and has significantly influenced policy and practice in sustainable agriculture and rural development.

Rachel’s dedication to improving technology adoption and sustainability in agriculture is evident through her extensive research, leadership roles, and community involvement.