“Less About the Sustainability, More About the Economics:” Cotton Growers’ Perceptions of Voluntary Sustainability Programs to Inform Communication Strategy
DOI:
https://doi.org/10.5032/jae.v67i3.3224Keywords:
sustainability, social marketing, communication, producer, focus groupsAbstract
This study explored Texas High Plains (THP) cotton producers’ perceptions of sustainable practices, voluntary sustainability programs (VSPs), and the U.S. Cotton Trust Protocol (USCTP), specifically. Using focus groups, the research identified recurring themes in producer opinions on communication strategies, concerns about VSP participation, and motivations for enrollment. The findings highlighted producers’ desire for deeper education about the programs, concerns regarding the program’s trustworthiness, and the need for emphasis on relatable success stories and financial incentives. Applicability to region-specific operations and clear observability of benefits were also determined as critical factors in producers’ decision to adopt sustainable practices. Grounded in the diffusion of innovations theory and social marketing principles, this study highlights the need for tailored communication from VSPs using social marketing to overcome barriers to adoption. The findings emphasize the idea that more effective communication strategies could move the cotton industry closer to its sustainability and producer participation goals, fostering both economic benefits for farmers and environmental benefits. Recommendations include targeting financial and market advantages, prioritizing regional compatibility, and focusing on supporting a diverse set of producer needs. This research provides valuable insights for developing communication strategies that align with producers’ motivations, leading to increased engagement with sustainability initiatives.
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