From Awareness to Adoption: Communication Pathways in the Regenerative Agriculture Landscape

Abstract

Regenerative agriculture is emerging as a transformative solution to address the environmental and economic challenges of conventional farming. This study explores the adoption of regenerative agricultural practices in Prakasam and Kadapa in Andhra Pradesh, and Rangareddy and Mahbubnagar in Telangana, focusing on the role of communication channels in knowledge dissemination. The research employs a mixed-methods approach, combining qualitative and quantitative data which was gathered through semi-structured interviews from farmers (120), extension officers (40), NGOs (4), FPOs (5), input suppliers (5), and SHGs (10) and qualitative responses were thematically analyzed using NVivo 14, following Braun and Clarke’s (2006) coding framework. Findings indicate that peer learning (85.83%) which is informal channel, social media (79.17%) which is digital channel, and extension services (73.33%) which is institutional channel are the most effective channels for promoting regenerative farming. Face-to-face interactions, particularly through farmer-led networks, training workshops, and demonstration farms, significantly influence knowledge transfer and adoption. However, financial, knowledge, and policy gaps hinder progress. Integrating regenerative agriculture into rural schemes, strengthening digital access, promoting peer learning, and enhancing stakeholder collaboration and extension capacity are vital for scaling sustainable practices. This study underscores the importance of strategic communication and policy interventions in fostering sustainable agricultural transformation.