Assessing the Impact of Mobile Agro-Advisory Services on Farmers' Adoption of Sustainable Practices

Thesis Abstract

In the context of sustainable agricultural development, the adoption of environmentally friendly farming practices remains a critical challenge for smallholder farmers in rural communities, often hindered by limited access to timely and practical advisory services. This study aims to assess the impact of mobile agro-advisory services on farmers’ adoption of sustainable practices, with specific objectives to determine the extent of mobile advisory utilization, identify factors influencing adoption, and evaluate the pathways through which these services influence farmers’ decision-making processes. The research employs a mixed-methods design, integrating quantitative surveys and qualitative interviews, to provide a comprehensive understanding of the phenomenon. The target population comprises smallholder farmers in the Green Valley agricultural zone, with a sample size of 400 farmers selected through stratified random sampling to ensure representation across different agro-ecological zones and socio-economic strata. Data collection instruments include structured questionnaires, focus group discussion guides, and in-depth interview protocols, with validity established through expert review and a pilot test, and reliability confirmed by Cronbach’s alpha coefficients exceeding 0.75 for survey scales. Quantitative data will be analyzed using multiple regression analysis to ascertain the relationship between mobile advisory usage and sustainable practice adoption, while thematic analysis will be applied to qualitative data to explore farmers’ perceptions and experiences in depth. The study will also utilize the Theory of Planned Behavior and Diffusion of Innovations theory to frame potential behavioral and informational pathways influencing adoption decisions. Expected findings suggest that increased engagement with mobile agro-advisory services significantly enhances farmers’ adoption of practices such as organic manure application, integrated pest management, and water conservation measures. The analysis is anticipated to identify key determinants, including farmers’ access to mobile technology, perceived relevance and trustworthiness of advisory content, education level, and supportive policy environment. The findings are expected to reveal that mobile advisory services serve as a crucial dissemination channel that accelerates knowledge transfer, reduces informational asymmetries, and positively shifts farmers’ attitudes and intentions towards sustainable practices. This research contributes new insights into the mechanisms through which mobile communication technologies influence agricultural behavior, addressing a notable gap in empirical evidence regarding rural technology transfer and sustainable development. It advances theoretical understanding by empirically testing the applicability of the Theory of Planned Behavior and Diffusion of Innovations in mobile-based agricultural interventions. The main conclusion emphasizes that mobile agro-advisory services represent a vital tool for promoting sustainable farming, particularly in contexts where traditional extension services are limited. Based on these findings, the study recommends scaling up mobile advisory programs, integrating user feedback mechanisms, and strengthening institutional support to enhance content relevance and trust. Policy suggestions include subsidizing mobile technology costs for smallholder farmers, fostering partnerships among telecom companies, research institutions, and extension agencies, and developing capacity-building initiatives focused on digital literacy. The study advocates for further research into long-term behavioral impacts and the integration of mobile advisory systems within broader agricultural development frameworks, particularly in contrasting agro-ecological and socio-economic settings. Overall, the research underscores the transformative potential of mobile technology as an enabler of sustainable agriculture, encouraging policymakers and practitioners to adopt innovative, technology-driven strategies for rural development and environmental stewardship.