Integrated Pest Management as Sustainable Agricultural Practice: The Process of Innovation Adoption by Durian Growers in Thailand and the Role of Agricultural Extension Workers as Change Management Agents

Integrated Pest Management (IPM) is a well-known innovation that accords with modern sustainable environmental management principles. In this paper it is examined in two ways. First, a recent IPM diffusion project in a region of Thailand, where durian is extensively grown, is described and analysed in relation to the adoption of both its philosophy and methods by growers. Particular use is made of a theory of innovation (Rogers) to depict the intensity, rate and scale of adoption by the durian growers. Second, attention is focused on IPM as an expression of theory and practice in change management. What is shown is that successful adoption of IPM depends upon a number of factors, notably durian growers’ perceptions of ‘relative advantage’ and the way the approach is communicated and learned by them through practical application. In terms of change management theory, the intelligent way IPM knowledge was transferred, though the mediating role of Agricultural Extension Workers (AEWs) reflected the current emphasis on collaborative partnerships and learning as an effective means of managing change in complex environments. In relating the theory of change management to practical application and outcome attention is focused on the mediating and learning facilitation role of AEWs. These are the human agents of change that make things happen and turn theory into reality