Behavioural Barriers and Enablers for SPS (PLUS) Compliance: A COM-B Approach

Department for Environment, Food & Rural Affairs · awarded 11 February 2026

Who

Buyer	Department for Environment, Food & Rural Affairs London
Supplier	Thinks Insight and Strategy (Britain Thinks) Limited
Category	services
Classification	Social research services CPV 79315000
Notice published	16 February 2026

What it is for

The updated SPS (PLUS) Agreement introduces new compliance requirements aimed at simplifying agri-food trade between the UK and EU by reducing border checks and administrative burdens while maintaining food safety and biosecurity standards. These changes promise significant benefits, including increased UK exports and improved supply chain efficiency. However, SMEs, key players in food production and trade, face resource constraints and competing priorities, creating behavioural barriers that risk delaying readiness. Currently, there is limited understanding of what SMEs need to comply with SPS (PLUS) and the behavioural factors influencing their ability to adapt. These include attitudes toward regulation, perceived complexity, capacity limitations, and motivational drivers. Without targeted, evidence-based interventions, policy implementation risks being generic and less effective. This research will fill that gap by identifying behavioural barriers and enablers using the COM-B framework (Capability, Opportunity, Motivation). It will map friction points such as paperwork overload and unclear guidance, segment SMEs by readiness level, and design tailored interventions to support compliance. Methods will include evidence review, gap analysis, interviews, workshops, and survey enhancements, culminating in a behavioural map and practical toolkit. The findings will inform Defra's Business Readiness Directorate and Communication teams, enabling them to embed behavioural insights into programme design and communications. By addressing behavioural drivers, this project will ensure SMEs are equipped and motivated to comply efficiently, supporting timely implementation of SPS (PLUS) and maximising its trade benefits.

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