The Adoption and Diffusion of Conservation Technologies

Summary

Getting "conservation on the ground" requires not only an understanding of physical resource data, but also social data. This training course explores the key elements of the Adoption- Diffusion (A-D) model which social scientists use to describe, explain and predict human behavior relative to the adoption and diffusion (spread) of agricultural practices and systems.

Adoption-diffusion is a way of looking at what influences a producer's decision to adopt an agricultural practice. From a social perspective, the influences include information or what is known about the practice. How and when a producer received information is critical in the adoption process. The size, scale and type of operation are relevant to adoption. Other influences include personal characteristics of the producer, characteristics of the community and characteristics of the practice/innovation.

Performance objectives

1) Name and define the stages in the adoption-diffusion process for individuals
2) Discuss the community adoption-diffusion process
3) Discuss the role of information influencing personal and community adoption
4) Distinguish between innovator and early adopters
5) Describe three methods to reach non-adopters
6) Apply the A-D model in a case study

Training aids

Overhead Projector
Power Point
Flip Charts
Participant Notebook

METHOD OF INSTRUCTION: Presentation, Guided Conference
TOTAL TIME: 6 Hours

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