Understanding the Adoption-Diffusion Model for Agricultural Technologies, Study notes of Natural Resources

Download Understanding the Adoption-Diffusion Model for Agricultural Technologies and more Study notes Natural Resources in PDF only on Docsity! People, Partnerships, and Communities The purpose of the People, Partnership, and Communities series is to assist The Conservation Partnership to build capacity by transferring information about social science related topics. USDA Natural Resources Conservation Service _____ The Adoption and Diffusion of Conservation Technologies Social Sciences Team Why is the Adoption Diffusion (A-D) Model Important? “Getting conservation on the ground” requires not only an understanding of physical resource data, but also social data. This publication outlines and discusses 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 of agricultural technologies. Adoption-diffusion is a way of looking at what influences a producer’s decision to adopt an agricultural practice. Influences include information or what is known about the practice. How and when a producer receives information is critical in the adoption process. The size, scale and type of operation are also relevant to adoption. Other influences include personal characteristics of the producer, characteristics of the community and characteristics of the practice/innovation. Who will benefit from this topic? Any member of the Conservation Partnership who wants to use and apply social sciences information to conservation activities can benefit from this PPC. More specifically, Social Sciences Coordinators and field staff who need a guide on applying social information to participation in “locally-led” activities can benefit. Evertt Rogers, a prominent social scientist, is most credited for his work in the refinement of the Adoption-Diffusion Model. In using Roger’s A-D Model, certain terms must first be defined. Definition of Terms Adoption is the behavior associated with an individual or group’s deciding whether or not to accept new ideas, practices or prod- ucts. Diffusion is the process by which the adop- tion of a new idea, practice or product spreads throughout a group, community or society. Innovation is an idea, practice or product that is perceived as new by the individual or group. How the Model Works Rogers outlines six stages in the adoption process: 1. Awareness of the problem 2. Interest in more information 3. Evaluation—how the technology can be applied to the producer’s operation 4. Trial—testing the applicability at a specific site 5. Adoption—full use of the technology 6. Adaptation—customization of the practice or technique by the producer Although the stages are outlined sequentially, the model is dynamic; an individual farmer or rancher may return to any one of the stages at any time during the adoption process. Issue 7, Updated June 2005 People, Partnerships, and Communities page 2 Information and Information Sources Throughout the various stages, information is vital to the producer. It provides knowledge used in deciding whether or not to adopt a particular practice or system. Because of its key role, producers need timely, accurate, inexpensive and easily obtainable information. Site specific information on the agronomic, economic and environmental costs and benefits aids the producer in the decision-making process. The sources of information that a producer uses are also vital to the adoption process. Producers use different sources of information at the different stages of the adoption process. Findings from over 2,500 research studies have resulted in the following summary table. The key information sources at work in each of the stages of the classic Adoption- Diffusion Model are listed below. The identified sources are listed in the priority of use. Note that while these key sources of information remain valid, today additional new sources such as the Internet and Certified Crop Consultants are in use when applying the model to current agriculture situations. Who, what and when an information source is used will vary by the particular producer group. For example, research in the 1980’s found that private industry was the main information source and especially so for large producers. Personal Characteristics Along with information and information sources, Rogers and Shoemaker associate certain characteristics with the adoption of innovations or agricultural technologies: • above average income • greater number of years of formal education • high number of agency contacts • high participation rates in agricultural organizations • greater reliance on mass media • high awareness of conservation problems • willingness to take risks • full-time operator • desire to pass farm/ranch on to children Farm/Ranch Characteristics ) Stages of Adoption Sources of Information (in priority) Awareness 1) Mass media 2) Government agencies 3) Friends and neighbors 4) Dealers and salespeople Interest 1) Mass Media 2) Government agencies 3) Friends and neighbors 4) Dealers and salespeople Evaluation 1) Friends, neighbors and family 2) Government agencies 3) Mass media 4) Dealers and salespeople Trial 1) Friends, neighbors and family 2) Government Agencies 3) Mass Media 4) Dealers and salespeople Adoption 1) Friends, neighbors and family 2) Government agencies 3) Mass media 4) Dealers and salespeople Adaptation Personal Experience As with personal characteristics, Rogers found a relationship between a select set of farm/ranch characteristics and adoption. The characteristics Rogers cited are as follows: • large scale farms • high gross farm sales • owner operations Characteristics of the Technology (Practice/System) Research has found that certain characteristics of technology/innovation are related to the adoption process. The practice must be: • economically feasible • observable, simple to use and divisible into manageable parts • compatible with a farmer’s beliefs, ideas and management style • flexible, easily fitting into the producer’s management of the operation (Rogers and Shoemaker, 1971) Issue 7, Updated June 2005 People, Partnerships, and Communities page 5 Key points to remember when applying the A-D Model • Timely and accurate information can help to accelerate a producer’s movement through the stages of adoption. • Field staff should regularly and continually use local information sources to promote conservation technolo- gies. • Outreach strategies and locally-led activities will be most effective in “getting conservation on the ground” if the values, personal characteristics, communication networks and social relationships associated with each adopter category are integrated in local planning activities. • Field staff should seek out and work with early adopt- ers. They are leaders and their opinions and experi- ences are highly respected. For example, use early adopters to demonstrate conservation technologies to the rest of the community. • Demonstrations, pilot projects and field tours continue to be viable ways that producers can use to evaluate how a practice/system may work in their operation. • Among small-scale producers, peers, friends and neighbors serve as trusted leaders and play a significant role in the adoption-diffusion process. • People who might be characterized as belonging to different types of groups in the community tend to respect their “own” leaders (i.e. leaders that are similar to them in status, race, ethnicity and their farming situation). • For small-scale producers, demonstration and pilot projects must include alternative low cost technologies. • Technical assistance and “hand-holding” during the trial stage can help a producer acquire the needed management skills in order to have a successful experience with the innovation. • Community support structures such as environmental education programs/centers, “Conservationist of the Year” programs, active watershed coalition and “Ag Days” help to reinforce and shape the diffusion of a technology. • Based on farm/ranch characteristics as well as their personal characteristics, low-cost practices/technolo- gies should be made available to small-scale operators. • Whether field staffs are working one-on-one, designing outreach or setting up locally-led activities, the known obstacles to adoption can serve as a springboard for field staff to increase and to influence the adoption- diffusion process. For additional information please contact: History of the Adoption-Diffusion Model Gabriel Tarde, a judge in France at the turn of the Twentieth Century, was a keen observer of human behavior. His interest in the repetitive behavior of humans resulted in what has come to be known as “the laws of imitation”. His interest in imitation spread to England, Germany and America. In 1943, Bryce Ryan and Neil Gross applied the laws of imitation theme to the famous hybrid seed corn study which investigated the spread or diffusion of this seed innovation throughout the farming commu- nity. In the 1950’s Everett Rogers developed a theoretical model of the diffusion of innovations using the results of Ryan and Gross’ work. The model Rogers developed was the Adoption- Diffusion Model (A-D). In the model, Rogers outlined six stages of the adoption-diffusion process and several categories of social factors. Rogers (1962), Rogers and Shoemaker (1971) and other practitioners in the social sciences continue to refine this model. Research on the application of the model to conservation began in the mid 1970’s as awareness and funding in the environmental arena increased. Issue 7, Updated June 2005 People, Partnerships, and Communities page 6 For more information about the Social Sciences Team contact: Where do I get more information? Nowak, P.J. “New Challenges for Conservation Partners.” Journal of Soil and Water Conservation Ankeny, Iowa: Soil Conservation Society of America. Sept/ Oct 1986 v.41 (5) pp. 278-284. Nowak, Peter. “Why Farmers Adopt Production Technologies.” Journal of Soil and Water Conservation 1992 vol. 47, no. 1 pp. 14-16. Rogers, Everett. Diffusion of Innovations. The Free Press. New York, New York. 1962. Rogers, Everett and F.F. Shoemaker. Communication of Innovations: A Cross Cultural Approach. 2nd ed. The Free Press. New York, New York. 1971. Social Science Institute. “Conservation and the 1996 Farm Bill: Social Factors Influencing Implementation of Programs.” Technical booklet released May 1998. “Defining Communities: An Issue Based Approach.” People, Partnerships, and Communities information sheet. Issue 22, August 1998. “Methods to Identify Community Leaders.” Paper presented at the Social Sciences Coordinators Meeting. April 6-9, 1998. Baton Rouge, LA. “Working with Asian & Hispanic Limited Resource Farmers and Ranchers.” Technical report. Release 4.1 by L. Clair Christensen and Myriam Grajales-Hall. Frank Clearfield, Team Leader frank.clearfield@gnb.usda.gov The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, age, disability and where applicable, sex, marital status, familial status, parental status, religion, sexual orientation, genetic information, political beliefs, reprisal, or because all or part of an individual’s income is derived from any public assistance program. (Not all prohibited bases apply to all programs.). Persons with disabilities who require alternative means for communication of program information (Braille, large print, audiotape, etc.) should contact USDA's TARGET Center at (202) 720-2600 (voice and TDD). To file a complaint of discrimination, write to USDA, Director, Office of Civil Rights, 1400 Independence Avenue, SW, Washington, D.C. 20250-9410 or call (800) 795-3272 (voice) or (202) 720-6382 (TDD). USDA is an equal opportunity provider. Issue 7, Updated June 2005