Conservation Technology Adoption Decisions and the Theory of Planned Behavior

Explored the influence of perceived control on adoption of water-saving technology (conservation technology), and actual capital investment by the adopter, among Florida strawberry farmers, to study the application of the Theory of Planned Behavior (I. Ajzen, 1991). Questionnaires were administered to 40 farmers, who were asked for data from the early 1980s until 1992. Perceived control was important in explaining the decision regarding whether or not to adopt conservation technology and the additional decision pertaining to how much to invest. Micro-irrigation technology was familiar to the Ss; however, they did not have complete volition in the decision to invest in it. Results provide support for the Theory of Planned Behavior. It is concluded that unfettered government control of farmer technology decisions may be counterproductive, suggesting a need for combining moral suasion and incentives with more modest controls.