Adoption of innovations in the north Queensland beef industry .3. Implications for extension management

Cattlemen in north Queensland follow a logical, sequential development process over time (Frank, 1995a,b). In a sociological sense, these people are 'modern' as they exercise freedom to choose a lifestyle rather than a developmental sequence dictated by economic growth. They choose to maintain a medium level of adoption behaviour in harmony with their environment, rather than adopt innovations which scientists implicitly have perceived as desirable, profitable and suitable. If they have a sufficient level of managerial skill and resources, and they experience a declining return pet production unit, they adopt innovations which offer a means of arresting that decline. Innovations have been developed and marketed individually, but potential clients often adopt relevant innovations in sets, and have perceived adverse consequences from their collective use. The only common dimension for all innovations was 'social acceptance', associated with environmental stability. This was an expression of the community's choice to maintain a satisfying lifestyle, rather than conform to the implicit assumption that economic growth was a necessary part of modernisation. Agricultural research, development and extension propagators are urged to consider (and consequently adopt) an agro-ecological systems approach which is multi-disciplinary and directly involves key representatives of the socio-economic production system, including the farmer/producer. (C) 1997 Published by Elsevier Science Ltd.