Understanding and promoting adoption of conservation practices by rural landholders

David Pannell, Graham Marshall, Neil Barr, Allan Curtis, Frank Vanclay, Roger Wilkinson

Research output: Contribution to journalArticle

692 Citations (Scopus)

Abstract

Research on the adoption of rural innovations is reviewed and interpreted through a cross-disciplinary lens to provide practical guidance for research, extension and policy relating to conservation practices. Adoption of innovations by landholders is presented as a dynamic learning process. Adoption depends on a range of personal, social, cultural and economic factors, as well as on characteristics of the innovation itself. Adoption occurs when the landholder perceives that the innovation in question will enhance the achievement of their personal goals. A range of goals is identifiable among landholders, including economic, social and environmental goals. Innovations are more likely to be adopted when they have a high 'relative advantage' (perceived superiority to the idea or practice that it supersedes), and when they are readily trialable (easy to test and learn about before adoption). Non-adoption or low adoption of a number of conservation practices is readily explicable in terms of their failure to provide a relative advantage (particularly in economic terms) or a range of difficulties that landholders may have in trialing them.
Original languageEnglish
Pages (from-to)1407-1424
Number of pages18
JournalAnimal Production Science
Volume46
Issue number11
DOIs
Publication statusPublished - 2006

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