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Abstract
Report Introduction: This paper provides information on how behavioral factors can support adoption and diffusion of USDA innovations. Extending the reach of USDA innovations leverages public investment and has the potential to expand inclusion in Department programs. Driven by technology and research, there have been dramatic advances in production efficiency (i.e., productivity) from working lands and conservation performance over the past two decades. Multiple USDA agencies invest in technology and research, but not all innovations move into widespread use. The process of individual adoption of new practices and diffusion across communities is complicated, requiring integration of assets from disparate sources in the successful delivery of solutions. Incorporating consideration of behavioral factors in program and project design increases the likelihood that USDA investments will actively contribute to future productivity and resource conservation. We highlight information where assessment of behavioral factors positively influenced adoption of new technologies or practices and share knowledge in support of innovation dissemination and measurement. To draw on the widest available evidence, we examine the published literature and multiple USDA agency programs. Emerging themes from both sources lay the groundwork for increased Department efforts to enhance individual adoption and widespread diffusion of innovations. While we focus primarily on innovation in the agricultural, forestry, and resource management sectors for the literature review, we also incorporate agency lessons from rural development, in addition to agency lessons related to forestry, natural resource management, and agriculture and food systems. Many of the behavioral factors discussed in this paper are also applicable to consumers and others who may be driving innovation from a demand perspective.