Aligning labour force perceptions to job attraction, satisfaction and retention strategies in horticulture: A data-driven empirical study for Australian banana industry

Workforce stability in the banana industry is critical for productivity, fruit quality, and long-term sustainability. Labour shortages and high turnover can also lead to harvesting delays and handling inefficiencies, creating significant food waste in horticultural supply chains. Despite increasing policy attention, limited research has explored how job-related factors, workplace ergonomics, and labour force perceptions influence motivation, satisfaction, and retention. This study addresses that gap by examining key socio-demographic and perceptual drivers affecting labour dynamics in the Australian banana industry. Using a survey of 1,202 participants across 10 urban and regional locations in Queensland, the study applies Economic Psychology and behavioural economics to explore how satisfaction, perception, and aspiration biases interact with physical work conditions. Q-Q plots and ordinal regression analysis…