ABSTRACT
The Chesapeake Bay watershed is representative of governance challenges relating to agricultural nonpoint source pollution and, more generally, of sustainable resources governance in complex multi-actor settings. We assess information flows around Best Management Practices (BMPs) undertaken by dairy farmers in central Pennsylvania, a subregion of the watershed. We apply a mixed-method approach, combining Social Network Analysis, the analysis of BMP-messaging (i.e. information source, flow, and their influences), and qualitative content analysis of stakeholders' interviews. Key strategic actors were identified through network centrality measures such as degree of node, betweenness centrality, and clustering coefficient. The perceived influence/credibility (by farmers) of BMP-messages and their source, allowed for the identification of strategic entry points for BMP-messages diffusion. Finally, the inductive coding process of stakeholders' interviews revealed major hindrances and opportunities for BMPs adoption. We demonstrate how improved targeting of policy interventions for BMPs uptake may be achieved, by better distributing entry-points across stakeholders. Our results reveal governance gaps and opportunities, on which we draw to provide insights for better tailored policy interventions. We propose strategies to optimize the coverage of policy mixes and the dissemination of BMP-messages by building on network diversity and actors' complementarities, and by targeting intervention towards specific BMPs and actors. We suggest that (i) conservation incentives could target supply chain actors as conservation intermediaries; (ii) compliance-control of manure management planning could be conducted by accredited private certifiers; (iii) policy should focus on incentivizing inter-farmers interaction (e.g. farmers' mobility, training, knowledge-exchange, and engagement in multi-stakeholders collaboration) via financial or non-pecuniary compensation; (iv) collective incentives could help better coordinate conservation efforts at the landscape or (sub-)watershed scale; (v) all relevant stakeholders (including farmers) should be concerted and included in the discussion, proposition, co-design and decision process of policy, in order to take their respective interests and responsibilities into account.