The Role Of Digital Communication In Promoting Sustainable Agricultural Practices Among Smallholder Farmers In Ghana

Abstract

This study examined the role of digital communication in promoting sustainable agricultural practices among smallholder farmers in Ghana. Guided by the Technology Adoption Model (TAM), the study explored how farmers’ perceptions of the usefulness and ease of use of digital communication tools influence their adoption of sustainable agricultural practices. It also examined the socio-economic, institutional, and technological factors that shape digital engagement and the strategies needed to enhance the effectiveness of digital communication in rural agriculture. A qualitative research approach and case study design were adopted, involving twelve participants: eight female smallholder farmers, two agricultural extension officers, and two officials from the Ministry of Food and Agriculture (MoFA). Data were collected through semi-structured interviews and analysed thematically. Findings revealed that farmers use a mix of traditional and digital platforms including radio, voice calls, SMS, WhatsApp, Facebook, and online videos to access timely agricultural information. These platforms improved farmers’ knowledge of sustainable practices such as soil conservation, composting, organic fertiliser application, and water management, while also enabling interactive learning and access to expert advice. However, digital engagement was constrained by socio-economic barriers (low income, limited digital literacy, and language challenges), technological limitations (poor network connectivity, high data costs, and inadequate access to smartphones), and institutional gaps such as insufficient training and follow-up support. To improve digital agricultural extension, the study recommends the development of local-language and audio-based content, continuous digital literacy training, improved rural network infrastructure, and subsidies for data and digital devices Overall, the study concludes that digital communication holds substantial potential to promote sustainable agriculture in Ghana. Realising this potential requires targeted policy interventions, inclusive content delivery, and strengthened institutional support systems. The findings offer valuable insights for policymakers, development practitioners, and agricultural stakeholders working to enhance digital agricultural extension and advance sustainable farming among smallholder farmers