Perspectives of Technical Assistance Providers on Nature-Based Solution Practices in North Carolina, USA

Nature-based solutions (NBS) are increasingly promoted in agricultural and forestry policy, yet their effectiveness depends on technical assistance providers (TAPs) who translate policy guidelines into land management decisions. Drawing on Diffusion of Innovations and Value-Belief-Norm frameworks, this study examines how TAPs' professional backgrounds, organizational affiliations, regional contexts, and management experiences shape their knowledge, perceived importance, and promotion of NBS. A web-based survey of 101 TAPs in North Carolina was analyzed using Spearman correlations and logistic regression. While 79% of respondents reported familiarity with NBS, only about half of them actively promoted these practices. Adoption pathways varied across sectors. In agriculture, recent management experience was linked to greater emphasis on ecosystem services and higher likelihood of promoting NBS. In forestry, engagement was stronger for establishment and periodic management practices than for timber-oriented activities. These findings highlight the need for sector-specific outreach strategies that account for TAPs' professional contexts and institutional settings to improve NBS adoption on working lands.