I would like to know more about mechanisms through which social influence operates within a community to provoke "new adopters" of a sustainable practice to try it out. We work with backyard habitats; where homeowners deliberately remove invasive species and plant native species to attract higher taxa species to thrive. If those who already have created these habitats hold demonstration events, it is likely to inspire new participants in this practice. How does this work? What are the social and psychological forces that operate? What can program managers do to facilitate this process?
Marion Dresner
Portland State University
United States
Social Influence aids the Diffusion of Innovations
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We at the Conservation Agriculture Systems Innovation (CASI) Center are using CBSM to help increase the adoption of conservation farming systems in the San Joaquin Valley of California. The below article has been very helpful in our efforts.
Understanding and promoting adoption of conservation practices by rural landholders
D. J. Pannell A F G, G. R. Marshall B, N. Barr C F, A. Curtis D, F. Vanclay E, R. Wilkinson C F
Australian Journal of Experimental Agriculture 46(11) 14071424 http://dx.doi.org/10.1071/EA05037
Submitted: 14 February 2005 Accepted: 9 March 2006 Published online: 9 October 2006
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.
Keywords: agriculture, economics, extension, innovation, learning, natural resource management, personality, policy, psychology, social issues, sociology, trials.
Ron Harben
Project Director
California Association of Resource Conservation Districts
United States