Meeting US Nursery and Greenhouse Growers' Needs with Water Conservation Extension Programs

Nursery and greenhouse growers comprise an important sector of United States agriculture that is uniquely situated to conserve water while growing plants that provide many social and environmental benefits. In order for Extension professionals to effectively help growers use water conservation technologies, it is important to understand the knowledge level and adoption rates growers have surrounding different water conservation techniques. It is also important to understand how grower perceptions of water conservation strategies relate to their adoption. In this publication, we present results of a study designed to understand the knowledge level, adoption rate, and levels of continuance associated with eight water conservation technologies among nursery and greenhouse growers. We also examined whether five characteristics of these technologies (trialability, complexity, compatibility, relative advantage, and observability) predicted grower adoption. This information is intended for us