Abstract
Encouraging agricultural landowners to adopt conservation practices is crucial to enhancing ecosystem services in privately-owned farm landscapes. To improve engagement with landowners and increase adoption rates, much research has been dedicated to investigating how different psychological, social, economic, and political factors correlate with adoption. However, these studies largely measure adoption as a discrete, binary event. Doing so obscures sequences of landowner decisions and engagement techniques that conservation practitioners use to encourage landowners' progression through the adoption process. We report on two studies that contribute to the emerging literature on the agricultural conservation practice adoption process and the varying effectiveness of engagement techniques throughout. First, interviews with conservation practitioners in the Chesapeake Bay watershed, USA, yielded a preliminary model of the different stages in the adoption process and what techniques practitioners find effective at each stage. Second, an online experiment examined the effectiveness of a visualization intervention across two sequential outcomes in the adoption process, seeking further information and contacting a practitioner. Our results suggested that practitioners use a wide variety of engagement techniques, most of which are unique to a single stage in the adoption process, and that the effectiveness of the visualization technique varies substantially between different stages. Together these studies outline a suite of techniques that other practitioners may find effective at different stages of the adoption process, and suggest that research can better inform practice by accounting for variation in the effectiveness of different techniques across stages of adoption.