Efforts of systems change are inherently complex and typically fall within the convergence of social and ecological systems (Ericksen, 2008a) and their respective policy domains. Addressing these complex issues often requires an alternative approach to the traditional forms of issue resolution, government and market, to a more broad approach of governance. Governance in the sense of this study is the power sharing among a varied group of societal actors who organize themselves to solve shared issues (Bovens & Hart, 1996; Jordan, Wurzel, & Zito, 2005; Webb, 2005). In these approaches of shared leadership in policymaking, with the government and market playing a supportive rather than lead role, the policy instruments available for use can vary. Instead of the traditional coercive or incentive-based policy implementation instruments, alternatives such as voluntary opt-in instruments are employed. This dissertation examines the contextual conditions that might influence successful policy adoption through a voluntary policy instrument. The research question examined in this dissertation is: what mechanism drives voluntary adoption of a policy instrument derived from an initiative of governance that does not use incentives or coercion to drive adoption; further, are they market, local infrastructure or institutional contextual factors?