Cultivating choices: How social context shapes farmers' considerations in crop and soil health promoter selection

In this study, we explore how farmers decide to adopt sustainable innovations in crop and soil health management with a particular focus on the use of insect by-products, or "frass'. By employing a Means-End Chain approach, we investigate how social contexts, specifically group discussions, can shape this decision-making process. Our findings reveal that social contexts have a distinct influence on farmers' decision-making. Those engaging in group discussions considered a broader set of product attributes, incgluding price, ease of use, and environmental impact. In contrast, farmers not involved in such discussions focused predominantly on product specifics like nutrient content and organic matter. This marked distinction amplifies the importance of social interaction in expanding awareness and understanding, presenting a contrast to decisions guided solely by personal judgement and technical expertise. It highlights the nuanced and complex factors affecting adoption decisions and underscores how social dynamics can subtly guide farmers" attribute considerations, providing a deeper insight into the path towards more sustainable agricultural practices.