Understanding and promoting adoption of new practices by rural landholders

This paper provides an overview of core research findings from the enormous research literature on adoption of new practices by rural landholders. It integrates findings and lessons from rural sociology, social psychology and economics, providing a strong consensus position. Adoption depends on a range of personal, social, cultural and economic factors, as well as on characteristics of the innovation itself. Nonadoption or low adoption of a number of practices is readily explicable in terms of their failure to provide a relative advantage (particularly in economic terms), and/or a range of difficulties that landholders may have in trialing them.

The many meanings of adoption

Adoption is much more complex than a brief assessment might suggest, so complex that it is almost misleading as a term. Adoption may occur gradually, partially, even in a stepwise manner. It can be hard to distinguish between trialing and partial or gradual adoption. A technology may be adopted in niche fashion or integrated into the farming system. For some technologies, adoption decisions vary from paddock to paddock and year to year. Disadoption may occur. Roger will examine all these issues and more in his presentation.

Identifying the Potential Adopters of an Agricultural Innovation

Geoff will describe in his presentation a method that has been developed for identifying the population of potential adopters of an agricultural innovation. The method is, in essence, a process for discovering how agricultural innovations contribute to satisfying the needs of primary producers as managers of agricultural enterprises. The method draws on consumer behaviour theory and farming systems theory. Geoff will illustrate the method by application to a case study in Victoria, and will discuss the fit of the method with the major paradigms in agricultural extension.

Identifying cogs in the adoption wheel: opportunities to target extension

The presentation will use examples from Australian agriculture to demonstrate the steps by which key factors influencing the adoption of particular practices. Rick will examine how these influences can be identified and used to effectively target extension delivery and strategies for research and development. Emerging opportunities to reduce learning

What 'community' means for farmer adoption of conservation practices: Some logic and evidence

Australian governments continue to invest in community-based models of natural resource management (NRM), seeking to leverage greater farmer adoption of conservation practices than otherwise possible. These models have been understood mostly through a logic of extension, focusing on awareness, knowledge and attitudes. Graham will argue that a logic of collective action, focusing on trust and reciprocity in farmers' relationships with 'higher' levels, better explains role of community engagement in strengthening farmer adoption in this setting. He will support his argument with evidence from industry-based management of irrigation salinity in NSW, and regional NRM delivery in Victoria, Queensland and Western Australia.

Joining the dots: climate change, supply chains, rural restructuring and rural practice change

The relatively complex and systemic nature of conservation farming innovations carries implications for the nature of the social contract between farm advisors and farmers. Neil joins some dots linking research into extension social contracts, farm management decision-making processes and the contemporary context of climate change, tightening food supply chains and rural restructuring.

Rural property turnover: trends and NRM implications

Modelling of data from regional surveys of rural landholders in south eastern Australia suggests that about half of all rural properties will change ownership in the next decade. Most new owners will have lived outside the district and substantial and increasing proportions are likely to be absentees and non-farmers by occupation. Newer and longer-term owners are very different and these differences shape their land management. Drawing on data from recent the Corangamite and Wimmera regions, I will examine the implications of these trends for the adoption of conservation and sustainable agriculture practices and landholder engagement in NRM.

Policy perspectives on rural practice change

This presentation will discuss rural practice change from the perspective of policy makers. It will highlight some of the key implications for policy of the research outlined throughout the symposium. It will also consider the choices that policy makers must make about policy mechanisms to encourage (or in some cases inhibit) practice change, and provide a framework for considering this question. Versions of the framework will be outlined for commercial and lifestyle landholders. David will also discuss the issue of anticipating adoption issues when conducting technical research.