Crafting appeals for conversation: The drivers of intention to adopt water-wise agricultural practices

Agriculture is a long-standing staple of the United States economy and has been one of the fastest growing sectors of technology for centuries. However, there has been a lack of research regarding the American farmer’s intent to adopt new technologies. This study sought to understand what constructs drive farmers’ likelihood to plan to implement new technologies and techniques. A survey of 121 Texas High Plains Farmers tested the Theory of Planned Behavior in two different scenarios: planting a cover crop and implementing a water-saving technique of their choice. This study found that in both instances Attitudes played the most significant role when determining the individual’s likelihood to adopt. If an individual had positive attitudes toward a certain technology, he was more likely to adopt. Although, knowledge about farming and Perceived Behavioral Control were also significant factors.