Many agricultural communities have witnessed the evolution of local partnerships to encourage growers to adopt more sustainable agricultural practices. This study analyzes the evolution and effectiveness of the Sustainable Winegrowing Program (SWP) in Lodi, California. Three different theories of grower behavior (diffusion of innovation, cultural change, and social capital) suggest complementary reasons for the effectiveness of sustainability partnerships. Regression analyses of two years of grower surveys demonstrate that greater participation in the SWP is associated with greater use and more positive attitudes toward sustainable practices. The effect of participation has expanded to a broader set of practices over time, consistent with the evolution of the program.
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Shaw et al. (2011) studied this question.
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