Turtles, TEDs, tuna, dolphins, and diffusion of innovations: Key drivers of adoption of bycatch reduction devices

Fisheries extension programmes frequently fail to secure mandatory or voluntary adoption of bycatch reduction devices and techniques. Approaches for improving the outcomes of extension programmes are often based on ad hoc assessments and do not consider human behaviour or change theories. This paper offers an in-depth analysis of extension activities that led to various adoption outcomes in two prominent bycatch case studies in the United States: Turtle excluder devices in shrimp trawl fisheries and dolphin bycatch in the tuna purse seine fishery. Using a grounded theory approach to text analysis of interviews and documents, I examine five periods of voluntary or mandatory adoption efforts. I explain the outcomes through the lens of diffusion of innovation theory. The most effective extension programme involved informative and persuasive efforts, enforced regulations, and commercially practical bycatch reduction devices. Voluntary adoption occurred under exceptional circumstances of public and political pressure and a device that offered substantial benefits to the adopter. The two periods of successful adoption applied the most core principles of diffusion theory. This paper concludes with recommendations for how change agents can apply diffusion theory to future fisheries extension programmes to improve the adoption of bycatch reduction devices.