CONSERVATION TECHNOLOGY ADOPTION DECISIONS AND THE THEORY OF PLANNED BEHAVIOR

This study of water saving technology adoption and technology investme nt behavior for Florida strawberry farmers represents an application o f the Theory of Planned Behavior. It is compared with the Theory of Re asoned Action, and the Theory of Derived Demand. The focus is on perce ived control in the decisions, first, to become an adopter of conserva tion technology, and, second, to invest more capital in the technology . The results lend credence to the Planned Behavior Theory but also su pport Derived Demand Theory, in that actual financial capability (actu al control) is found important. To predict technology adoption we may need to account for both perceived and actual control. Unfettered gove rnment control of farmer technology decisions could be counterproducti ve, suggesting technology policy may need to include a mix of moral su asion and incentives with more modest controls.