McCarthy, Breda, and Schurmann, Andrea (2014) Sustainable horticulture: understanding barriers to the adoption of innovation. In: Proceedings of the Australian and New Zealand Marketing Academy Conference. pp. 1446-1452. From: ANZMAC 2014: Australian and New Zealand Marketing Academy Conference: agents of change, 1-3 December 2014, Brisbane, QLD, Australia.

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Abstract

The purpose of this paper is to explore barriers to the adoption of sustainable horticultural practices. A total of 12 in-depth interviews were undertaken with growers and key informants. Key barriers are primarily associated with financial and marketing constraints. For some growers, lack of assurance in new sustainable practices and potential for loss of yields is an issue. There are conversion costs and the perception that organic farming systems are labour intensive, difficult and time consuming to implement. Growers face structural barriers to change as they are price takers and lack power in the supply chain. This study makes an empirical contribution to the literature on sustainable food systems by exploring barriers faced by growers in Queensland, Australia, in particular, the characteristics of the innovation itself such as relative advantage (Guerin, 2000; Rogers, 1995).

Item ID:	36740
Item Type:	Conference Item (Research - E1)
ISSN:	1447-3275
Keywords:	organic farming, adoption of innovation, sustainable agriculture
Related URLs:	Organisation
Funders:	James Cook University (JCU)
Projects and Grants:	JCU Mid Career Re-Engagement Fellowship 2014-1014
Date Deposited:	19 Feb 2015 02:57
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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