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To assist Extension professionals working in Texas's Little River Watershed with efforts to educate landowners about reducing amounts of bacteria there, we assessed motivations for and barriers to landowners' adopting best management practices (BMPs). We surveyed 275 landowners in the watershed. Respondents were at least somewhat familiar with nine of 11 identified BMPs. Additionally, they agreed that 10 of 13 listed factors were motivators for adopting BMPs and that six of 14 listed factors were barriers to adopting BMPs. Extension professionals can help landowners move through the innovation-decision process by targeting educational programming and materials to motivations for and barriers to adoption of such practices.