A theoretical comparison of nursery and greenhouse growers’ water conservation and water treatment technology adoption in the United States

Effective protection of water resources is critical to the long-term sustainability and viability of the global nursery and greenhouse industry. This will require a suite of new technologies and practices that leverage advanced approaches for optimizing water use and limiting contaminant movement through the greater water system. Previous research has examined how cognitive factors impact their perceptions of water-conserving innovations and ultimately whether they adopt new treatment and conservation technologies. However, previous evaluations have examined adoption of water conservation technologies or water treatment technologies separately. The current research draws on existing work in the study of socio-technological transitions, examining the adoption decision-making processes for water conservation and treatment technologies side by side to develop an industry-wide understanding related to the protection of water holistically. Study findings indicate the problem-solving style of a grower significantly predicted water conservation technology adoption but has no bearing on water treatment technology adoption. Conversely, a growers’ critical thinking style significantly predicted a growers’ need to see how a water treatment technology is compatible with their existing system before adoption but did not affect adoption of water conservation technologies. In addition, perceived relative advantage was the only significant predictor of the implementation, and ultimate adoption, of both water conservation and treatment technologies. The findings imply the adoption process is not as simple as it appears at the surface level and warrants examination within the complexity of the greater water system. Nursery and greenhouse clientele globally require training based on specific needs associated with the nuanced aspects of a new technology or practice to drive higher levels of adoption.