2017 ASHS Annual Conference

Nursery and greenhouse growers require large volumes of water for production. As a result, they are often criticized for the amount of water they withdraw from the natural environment. Growers realize they need to reduce the amount of water they consume from natural sources, yet they are often resistant to adopting new water conservation technologies. The research presented here examined which water conservation technologies were most likely to be adopted by growers nationwide and the barriers and enablers associated with growers’ adoption of new water conservation technologies to inform the development of adoptable technologies as well as educational programs that could be created to assist with adoption. This research utilized a survey that was sent to growers across the nation to understand their knowledge of current water conservation technologies. The study was based on the Theory of Diffusion of Innovation which identifies the influencing factors of how a product, technology, or idea spreads through society. The water conservation innovations examined for this study included technology-based innovations such as drip irrigation, soil moisture sensors and rain water capture. Researchers looked at motivations for adoption, as well as how these new technologies could be integrated into existing perspectives. The findings were analyzed using the identified five attributes of an innovation that included (a) relative advantage, (b) compatibility, (c) complexity, (d) trialability, and (e) observability. Of the technologies listed, the respondents were most knowledgeable about drip irrigation and rain water capture. Additionally, these were the two practices most respondents had implemented and continued to use. The results indicated observability was the innovation trait most likely to advance adoption of a water conservation technology. Over 50% of the respondents said that if they could observe someone else using the technology they would be somewhat likely or very likely to adopt the new technology. As tools are developed it is imperative scientists and researchers partner with extension professionals and industry stakeholders to develop field days and trial areas where the latest water conservation technologies can be observed in action. In addition, an exchange program could be established where growers are paired together to observe one another’s water conservation practices and gain first-hand knowledge of the pros and cons associated with adoption to increase the likelihood they will implement the practice in their own nursery or greenhouse.