Conservation technology adoption decisions and the theory of planned behavior

Abstract This study of water saving technology adoption and technology investment behavior for Florida strawberry farmers represents an application of the Theory of Planned Behavior. It is compared with the Theory of Reasoned Action, and the Theory of Derived Demand. The focus is on perceived control in the decisions, first, to become an adopter of conservation technology, and, second, to invest more capital in the technology. The results lend credence to the Planned Behavior Theory but also support Derived Demand Theory, in that actual financial capability (actual control) is found important. To predict technology adoption we may need to account for both perceived and actual control. Unfettered government control of farmer technology decisions could be counterproductive, suggesting technology policy may need to include a mix of moral suasion and incentives with more modest controls.