Projects 23
Publications 56
Awards 12

Contact Details

Associate Professor, Marketing

Biography

Dr Rachel Hay is a Social Scientist and early career researcher teaching into Marketing for the College of Business Law and Governance at James Cook University, Townsville, Australia. Rachel’s research centres on trans-disciplinary sustained behaviour change in social marketing and environmental protection interventions. Within this area, she is active in research relating to technology adoption by women in agriculture, and marketing communication effects and effectiveness, including readability in populations sectors that face literacy and numeracy challenges. Her work on technology adoption has been published in reputable journals and in a 2016 Parliamentary Enquiry into Innovation in Agriculture. Academics and industry stakeholders have cited her work and she has given numerous media interviews regarding research findings. Rachel’s passion is to support rural, regional and remote regions to get connected and stay connected through reliable, sustained and affordable internet connectivity. Should this occur, then sustained regional development will follow.

Research

Research Interests

Digital Inclusion in Rural Communities: Investigating the impact of digital technologies on rural communities, particularly focusing on how digital inclusion can enhance agricultural productivity and sustainability. Exploring the barriers and facilitators of technology adoption among rural populations and develop strategies to improve connectivity literacy and digital participation.

Social Marketing for Environmental Sustainability: Developing and evaluating social marketing campaigns aimed at promoting sustainable agricultural practices. Designing interventions to encourage farmers to adopt environmentally friendly practices, such as reducing pesticide use or implementing water conservation techniques, biosecurity and traditional practices and assessing the effectiveness of these campaigns in changing behavior.

Climate Resilience in Agriculture: Examining the role of technology and social networks in building climate resilience among farmers. Focussing on the adoption of drought resilience technologies and the impact of social networks on knowledge sharing and technology uptake and exploring the effectiveness of different communication strategies in promoting climate-resilient practices.


Projects

e-beef Evaluation Project
01 Aug 2022 - 01 Oct 2022
Digital Extension Toolbox
01 Jan 2019 - 01 Jan 2020
Better Connected Workshop
01 Jan 2019 - 01 Jan 2019
Wild Slaughter Feasibility Study
01 Jan 2019 - 01 Jan 2019
AgriNET
01 Jul 2017 - 01 Dec 2017

Research Data

Research Collaborators and Partners

Better Internet for Rural, Regional & Remote Australia (BIRRR)
Townsville Hospital and Health Service
Other - Uni NOVA
Townsville Hospital and Health Service

Teaching

Teaching Interests

Social Marketing - Developing activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole. Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way.

Marketing Principles and Research - Understanding activities a company undertakes to promote the buying or selling of a product or service including advertising, selling, and delivering products to consumers or other businesses.

Sales, Services and Business Development - Understanding how to get ahead of the crowd in the services industry.


Research Advisor Accreditation

Advisor Type

Mentor

Research Advisor Accreditation

Role

Chair; Independent Academic


Taught Modules

[BU1108] Marketing MattersCoordinator, Lecturer
2025
[LB5202] Marketing EssentialsCoordinator, Lecturer
2025
[BU1808] Marketing MattersCoordinator, Lecturer
2022
2022
[BU1108] Marketing MattersCoordinator, Lecturer
2026
[LB5202] Marketing EssentialsLecturer, Coordinator
2026
[BU2108] Marketing MattersCoordinator, Lecturer
2026
2026
[BU2108] Marketing MattersLecturer, Coordinator
2025

Current JCU Research Students

Socioeconomic drivers of sustainable practices for drought mitigation and livelihood enhancement among Queensland farmers
Doctor of Philosophy (Agriculture, Environmental and Related Studies)
How do Integrity and Collaboration Foster Responsible Innovation in SMEs Pursuing Sustainable Development Goals?
Doctor of Philosophy (Management and Commerce)
Social capital and agriculture technology adoption in Far North Queensland agricultural communities
Doctor of Philosophy (Management and Commerce)
From Automation to Alignment: A Human-Centred Approach to AI in Regional SMEs Marketing Practice
Doctor of Philosophy (Management and Commerce)
Technology adoption by Australian farmers: understanding and supporting decision making
Doctor of Philosophy (Management and Commerce)
Earth Operating System - (Earth OS) - Decision Advantage and Effect co-ordination from AI driven, Earth System Simulation
Doctor of Philosophy (Management and Commerce)

Completed JCU Research Students

Measuring mental health and wellbeing of law students at James Cook University
Doctor of Philosophy (Society and Culture)- 2024
Understanding the motivations and barriers to adoption and effective use of connectivity technologies by SMEs in RRR Australia
Master of Philosophy (Management and Commerce)- 2022
How do farmers use the internet: A mixed methods approach.
Doctor of Philosophy (Agriculture, Environmental and Related Studies)- 2024
The vulnerability of World Heritage seagrass habitats to climate change. Development and application of a thematic group framework.;;;;
Master of Philosophy (Natural and Physical Sciences)- 2023

Current Honours and External Research Students

Dramas and Diplomacy: The Role of K-Dramas in Promoting Engagement with Korean Cuisine among Viewers in South India
OTHER- 2025

Completed Honours and External Research Students

Implementing Blockchain technologies into supply chains: The needs and limitations of Queensland Agriculture Businesses.
HONOURS

Available Projects

Activities

Media

Committees

Associations

Awards

Education

Employment

Output

Hay, Rachel (2021) The impact of advances and challenges of bush internet connectivity for women in agriculture in Queensland, Australia. Cham, Switzerland: [Non-Research Book Chapter] [DOI]
Other Publication Open Access ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne; Bhati, Abhishek (2021) Broadening cultural horizons in social marketing: social marketing case studies in the Asia-Pacific region. Singapore: [Edited Publication] [DOI]
Other Publication ResearchOnline@JCU
Eagle, Lynne; Hay, Rachel; Schneider, Lysann (2020) Special issue on Changing estuaries, coasts and shelf systems - diverse threats and opportunities. [Edited Publication]
Other Publication ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne (2019) Findings from a longitudinal study of farmer decision influencers for Best Management Practices, Queensland, Australia. Cairns, QLD, Australia: [Report]
Other Publication Open Access ResearchOnline@JCU
Hay, Rachel (2018) The engagement of women and technology in agriculture. [Thesis] [DOI]
Other Publication Open Access ResearchOnline@JCU
Hay, Rachel (2018) BIRRR Landline and Connectivity Survey 2018 Report. Townsville, QLD, Australia: [Report]
Other Publication Open Access ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne (2018) Land managers decision making about water quality: views from extension officers of the Wet Tropics, Queensland, Australia. https://nesptropical.edu.au/index.php/interim-reports-round-2/: [Report]
Other Publication Open Access ResearchOnline@JCU
Farr, Marina; Eagle, Lynne; Hay, Rachel (2018) Key determinants of pro-environmental behaviour of land managers in the agricultural sector: literature review. https://nesptropical.edu.au/index.php/interim-reports-round-2/: [Report]
Other Publication Open Access ResearchOnline@JCU
Farr, Marina; Eagle, Lynne; Hay, Rachel; Churchill, Meryl (2017) Questionnaire design, sampling strategy and preliminary findings: the Burdekin region. https://nesptropical.edu.au/index.php/interim-reports-round-2/: [Report]
Other Publication Open Access ResearchOnline@JCU
Hay, Rachel (2017) BIRRR Sky Muster Survey Results 2017. Townsville, QLD, Australia: [Report]
Other Publication Open Access ResearchOnline@JCU
Farr, Marina; Eagle, Lynne; Hay, Rachel (2017) Questionnaire design, sampling strategy and preliminary findings: a comparison of the Burdekin and Wet Tropics regions. https://nesptropical.edu.au/index.php/interim-reports-round-2/: [Report]
Other Publication Open Access ResearchOnline@JCU
Farr, Marina; Eagle, Lynne; Hay, Rachel; Churchill, Meryl (2017) Questionnaire design, sampling strategy and preliminary findings: the Wet Tropics region. https://nesptropical.edu.au/index.php/interim-reports-round-2/: [Report]
Other Publication Open Access ResearchOnline@JCU
Raciti, Maria; Eagle, Lynne; Hay, Rachel (2016) Social Marketing Strategies for Low SES Communities . Townsville, QLD, Australia: [Report]
Other Publication ResearchOnline@JCU
Hay, Rachel; Harrington, William (2016) Smart farming. Canberra, ACT, Australia: [Report]
Other Publication Open Access ResearchOnline@JCU
Eagle, Lynne; Hay, Rachel; Farr, Marina (2016) Harnessing the Science of Social Marketing and Behaviour Change for Improved Water Quality in the GBR: background review of the literature. Cairns, QLD, Australia: [Report]
Other Publication Open Access ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne (2016) Harnessing the Science of Social Marketing and Behaviour Change for Improved Water Quality in the GBR: a documentary analysis of Reef Trust Tender (Burdekin) and Reef Programme. Cairns, QLD, Australia: [Report]
Other Publication Open Access ResearchOnline@JCU
Hay, Rachel (2016) BIRRR Regional Internet Access Survey Results, 2016. Townsville, QLD, Australia: [Report]
Other Publication Open Access ResearchOnline@JCU
Myers, Trina; Blackman, Anna; Gray, Heather; Trevathan, Jarrod; Lee, Ickjai; Hay, Rachel; Andersen, Trevor (2014) Cultivating ICT student's interpersonal soft skills in online teaching environments using traditional active learning techniques. Australia:
Other Publication ResearchOnline@JCU
Leite de Almeida, Ana Carla; Dale, Allan; Hay, Rachel; Everingham, Yvette; Lockie, Stewart (2025) 'Environmental, social and governance (ESG) in agriculture: trends and gaps on research'. Australasian Journal of Environmental Management, . [DOI]
Journal Publication ResearchOnline@JCU
Leite de Almeida, Ana Carla; Bueno, Carlos; Dale, Allan; Hay, Rachel; Jarihani, Ben; Everingham, Yvette; Lockie, Stewart (2025) 'Integration of ESG standards in Australian sugarcane farming: A co-design approach to accelerate ESG adoption and innovation'. Agricultural Systems, 229 . [DOI]
Journal Publication Open Access ResearchOnline@JCU
Hay, Rachel; Wilson, Carrie-Ann; Sparrow, Kristy (2025) 'Enhancing connectivity in Queensland: a case study approach to collaborative strategies for social impact in rural, regional and remote communities'. Journal of Social Impact in Business Research, 2 (4):37-60. [DOI]
Journal Publication Open Access ResearchOnline@JCU
Jakku, Emma; Fleming, Aysha; Fielke, Simon; Snow, Stephen; Malakar, Yuwan; Cornish, Gillian; Hay, Rachel; Williams, Liana (2024) 'Advisors as key partners for achieving adoption at scale: embedding “My Climate View” into agricultural advisory networks'. Frontiers in Sustainable Food Systems, 8 . [DOI]
Journal Publication Open Access ResearchOnline@JCU
Coggan, Anthea; Hay, Rachel; Jarvis, Diane; Eberhard, Rachel; Colls, Barbara (2024) 'Increasing uptake of improved land management practice to benefit environment and landholders: insights through a transaction cost lens'. Journal of Environmental Planning and Management, 67 (5):1053-1076. [DOI]
Journal Publication Open Access ResearchOnline@JCU
Fleming, Aysha; Fielke, Simon; Jakku, Emma; Malakar, Yuwan; Snow, Stephen; Dickson, Stephanie; Hay, Rachel; Prakash, Mahesh; Tijs, Sigrid; Cornish, Gillian (2023) 'Co-designing Climate Services for Agriculture – reflecting on successes, setbacks and early lessons learned'. Rural Extension and Innovation Systems Journal, 19 (2):24-34.
Journal Publication Open Access ResearchOnline@JCU
Losciale, Riccardo; Hay, Rachel; Rasheed, Michael; Heron, Scott (2022) ''The public perception of the role, importance, and vulnerability of seagrass. A case study from the Great Barrier Reef''. Environmental Development, 44 . [DOI]
Journal Publication ResearchOnline@JCU
Coggan, Anthea; Thorburn, Peter; Fielke, Simon; Hay, Rachel; Smart, James C.R. (2021) 'Motivators and barriers to adoption of improved land management practices. A focus on practice change for water quality improvement in Great Barrier Reef catchments'. Marine Pollution Bulletin, 170 . [DOI]
Journal Publication Open Access ResearchOnline@JCU
Hasan, Syezlin; Smart, James C. R.; Hay, Rachel; Rundle-Thiele, Sharyn (2021) 'Changing fertilizer management practices in sugarcane production: cane grower survey insights'. Land, 10 (2). [DOI]
Journal Publication Open Access ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne (2020) 'Impact of integrated sustainability content into undergraduate business education'. International Journal of Sustainability in Higher Education, 21 (1):131-143. [DOI]
Journal Publication Open Access ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne; Saleem, Muhammad Abid; Vandommele, Lisa; Li, Siqiwen (2019) 'Student perceptions and trust of sustainability information'. International Journal of Sustainability in Higher Education, 20 (4):726-746. [DOI]
Journal Publication Open Access ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne; Saleem, Muhammad Abid (2019) 'Social marketing’s role in improving water quality on the Great Barrier Reef'. Asia Pacific Journal of Marketing and Logistics, 31 (5):1308-1343. [DOI]
Journal Publication Open Access ResearchOnline@JCU
Rundle-Thiele, Sharyn; David, Patricia; Willmott, Taylor; Pang, Bo; Eagle, Lynne; Hay, Rachel (2019) 'Social marketing theory development goals: an agenda to drive change'. Journal of Marketing Management, 35 (1-2):160-181. [DOI]
Journal Publication ResearchOnline@JCU
Eagle, Lynne; Hay, Rachel; Low, David R. (2018) 'Competing and conflicting messages via online news media: potential impacts of claims that the Great Barrier Reef is dying'. Ocean & Coastal Management, 158 :154-163.
Journal Publication Open Access ResearchOnline@JCU
Carter, Alison; Blackman, Anna; Hicks, Ben; Williams, Matthew; Hay, Rachel (2017) 'Perspectives on effective coaching by those who have been coached'. International Journal of Training and Development, 21 (2):73-91. [DOI]
Journal Publication ResearchOnline@JCU
Myers, Trina; Blackman, Anna; Andersen, Trevor; Hay, Rachel; Lee, Ickjai; Gray, Heather (2014) 'Cultivating ICT students' interpersonal soft skills in online learning environments using traditional active learning techniques'. Journal of Learning Design, 7 (3):38-53.
Journal Publication Open Access ResearchOnline@JCU
Hay, Rachel; Pearce, Philip (2014) 'Technology adoption by rural women in Queensland, Australia: women driving technology from the homestead for the paddock'. Journal of Rural Studies, 36 :318-327. [DOI]
Journal Publication ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne (2017) NESP Project 2.1.3: progress update for harnessing the science of social marketing and behaviour change for improved water quality in the GBR: Documentary Analysis Results. Office of the Great Barrier Reef Webinar Series: [Other]
Creative Works ResearchOnline@JCU
Zhang, Zhihao; Wilson, Carrie-Ann; Hay, Rachel; Everingham, Yvette; Naseem, Usman (2025) Proceedings International Conference on Computational Linguistics Coling BeefBot: Harnessing Advanced LLM and RAG Techniques for Providing Scientific and Technology Solutions to Beef Producers Abu Dhabi, United Arab Emirates,
Conference Publication Open Access ResearchOnline@JCU
Leite de Almeida, Ana Carla; Hay, Rachel; Dale, Allan; Lockie, Stewart; Everingham, Yvette (2024) ASSCT 2024: 45th Annual Conference of the Australian Society of Sugar Cane Technologists . In: Alsopp, Peter eds. ESG analysis on-farm: a practical framework to support Australian producers Townsville, QLD, Australia,
Conference Publication ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne; Low, David (2017) ANZMAC 2017: Australian and New Zealand Marketing Academy Conference: marketing for impact . In: Robinson, Linda;Brennan, Linda;Reid, Mike eds. Farmer segmentation: transfer of knowledge in extension Melbourne, VIC, Australia,
Conference Publication ResearchOnline@JCU
Charmley, Ed; Hay, Rachel; Bishop-Hurley, Greg (2016) International Rangeland Congress . In: Iwaasa, Alan;Larnder, H.A.;Schellenberg, Mike;Willms, Walter;Larson, Kathy eds. Impact of communication technologies on pastoralist societies Saskatoon, Canada,
Conference Publication ResearchOnline@JCU
Blackman, Anna; Carter, Alison; Hay, Rachel (2014) Fourth EMCC Mentoring and Coaching Conference . In: Megginson, David;Lindvall, Po eds. Coaching for effectiveness: initial findings from an international survey Paris, France,
Conference Publication ResearchOnline@JCU
Coggan, Anthea; Thorburn, Peter; Fielke, Simon; Hay, Rachel; Smart, James (2024) 4th Global Congress on Climate Change Understanding the human dimensions to land management practice change Lisbon, Portugal, .
Conference Contribution Open Access ResearchOnline@JCU
Maxfield, Jodie; Hay, Rachel (2020) 2020 AFAANZ: Annual Conference of the Accounting & Finance Association of Australia and New Zealand Flipped Classrooms and curriculum redesign: a conceptual reflection of a five-year journey Melbourne, VIC, Australia, .
Conference Contribution ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne; Newlands, Maxine (2018) ECSA 57: Changing estauries, coasts and shelf systems - Diverse threats and opportunities Hear Our Voice: Scientific disputes… Farmer protests Perth, WA, Australia, .
Conference Contribution ResearchOnline@JCU
Brennan, Ross; Kapetanaki, Ariadne; Eagle, Lynne; Hay, Rachel; Low, David (2017) Academy of Marketing Conference Sustainability in the Business & Marketing curriculum: an exploratory study Hull, UK, .
Conference Contribution ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne; Low, David (2017) Academy of Marketing Conference 2017: Freedom Through Marketing: looking back, going forward Marketing social change: fixing bush internet in rural regional and remote Australia Hull, UK, .
Conference Contribution ResearchOnline@JCU
Hay, Rachel (2017) BEST EN Think Tank XVII: Innovation and Progress in Sustainable Tourism Proceedings of the BEST EN Think Tank XVII: innovation and progress in sustainable tourism Moka, Mauritius, .
Conference Contribution Open Access ResearchOnline@JCU
Eagle, Lynne; Farr, Marina; Hay, Rachel (2016) Office of the Great Barrier Reef Webinar Series NESP Project 2.1.3: progress update for harnessing the science of social marketing and behaviour change for improved water quality in the GBR: an action research project Brisbane, QLD, Australia, .
Conference Contribution Open Access ResearchOnline@JCU
Hay, Rachel (2016) BEST EN Think Tank XVI: Corporate Responsibility in Tourism: standards practices and policies Proceedings of the BEST EN Think Tank XVI: Corporate Responsibility in Tourism: standards practices and policies Eberswalde, Germany, .
Conference Contribution Open Access ResearchOnline@JCU
Bishop-Hurley, Greg J.; Charmley, Ed; Mills, Scott; Atkinson, Ian; Hay, Rachel; Atkinson, Margaret (2016) International Rangeland Congress The Digital Homestead assists rangeland managers to make timely and informed decisions Saskatoon, Canada, .
Conference Contribution ResearchOnline@JCU
Blackman, Anna; Carter, Alison; Hay, Rachel (2015) AOM 2015: 75th Annual Meeting of the Academy of Management: opening governance Features of a coach: perspectives from the coachee Vancouver, Canada, .
Conference Contribution Open Access ResearchOnline@JCU
Hay, Rachel (2015) BESTEN Think Tank XV: The Environment-People Nexus in Sustainable Tourism: finding the balance BESTEN Think Tank XV: the Environment-People Nexus in Sustainable Tourism: finding the balance Kruger National Park, South Africa, .
Conference Contribution Open Access ResearchOnline@JCU
Harrington, William; Hay, Rachel (2026) 'The Role of Internet Connectivity in Inward and Outward Migration of Rural and Remote Australia' In: Harrington, William, and Hay, Rachel (2026) The Role of Internet Connectivity in Inward and Outward Migration of Rural and Remote Australia. In: Samad, Ataus, Georgeou, Nichole, and Hebbani, Aparna, (eds.) Beyond the Cities: The Dynamics of Migrant Settlement in Regional Australia. Sustainable Development Goals Series . Springer Nature, Singapore, pp. 179-187(Eds.). Sustainable Development Goals Series. Singapore : Springer Nature. [DOI]
Book Chapter Open Access ResearchOnline@JCU
Hay, Rachel; Eagle, Lynne (2021) 'Marketing Social Change: fixing bush internet in rural, regional, and remote Australia' In: Hay, Rachel, and Eagle, Lynne (2021) Marketing Social Change: fixing bush internet in rural, regional, and remote Australia. In: Hay, Rachel, Eagle, Lynne, and Bhati, Abhishek, (eds.) Broadening Cultural Horizons in Social Marketing: comparing case studies from Asia-Pacific. Springer, Singapore, pp. 281-293(Eds.). Broadening Cultural Horizons in Social Marketing: comparing case studies from Asia-Pacific. Singapore : Springer. [DOI]
Eagle, Lynne; Hay, Rachel (2020) 'Appearances matter: the impact of unattainable idealizations of an Individual's physical self' In: Eagle, Lynne, and Hay, Rachel (2020) Appearances matter: the impact of unattainable idealizations of an Individual's physical self. In: Eagle, Lynne, Dahl, Stephan, De Pelsmacker, Patrick, and Taylor, Charles R., (eds.) The SAGE Handbook of Marketing Ethics. SAGE, London, UK, pp. 169-183(Eds.). The SAGE Handbook of Marketing Ethics. London, UK : SAGE.
Eagle, Lynne; McCarthy, Breda; Hay, Rachel; Osmond, Amy; Low, David (2019) 'Stakeholder perceptions of the importance and effects of sustainability education' In: Eagle, Lynne, McCarthy, Breda, Hay, Rachel, Osmond, Amy, and Low, David (2019) Stakeholder perceptions of the importance and effects of sustainability education. In: Eweje, Gabriel, and Bathurst, Ralph J., (eds.) Clean Green and Responsible? Soundings from Down Under. CSR, Sustainability, Ethics and Governance . Springer Nature, Cham, Switzerland, pp. 65-86(Eds.). Clean Green and Responsible? Soundings from Down Under. Cham, Switzerland : Springer Nature. [DOI]
Book Chapter Open Access ResearchOnline@JCU