Over twenty alternative agricultural practices have been introduced to producers in Malheur County, Oregon, over the last thirty years to protect water quality. Research and outreach were designed to provide technological options for producers. This study sought to better understand the voluntary adoption by producers of practices improving water quality. The Reasoned Action Approach/Theory of Planned Behavior was used as a theoretical framework to identify barriers and incentives to adoption. Studyfindings suggest that producers primarily consider practical characteristics of practices when making adoption decisions. Some of these concerns include the relative advantage of the practice (derived from the anticipated financial gain or loss, conservation and water quality benefits from adopting a practice), the compatibility of a practice with existing farm operations, the ease or difficulty of implementing a practice, and the ability to observe the success of a practice prior to adoption. These factors varied widely across individual farms because of the diversity in farming operations. Producer age and lack of agency over decision making emerged as barriers to adoption and provide promising areas for future adoption studies. Recommendations are provided for enhanced education and outreach programs and incentive systems that are better suited for the diverse needs of producers operating small to medium sized farms.
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