ACMJ Article

Although a vital part of the economy, growth in the agricultural sector has been negatively impacted by limited adoption of sustainable practices, declining youth participation, and negative public perceptions of the industry. As global attention shifts towards sustainable and environmentally friendly food systems, especially agroecology, advertising has the potential to influence and shape public perceptions and behaviours towards adopting sustainable agricultural practices. This research examines the influence of advertising on the adoption of agroecology in Nigeria. Using the Diffusion of Innovations Theory and Agenda Setting Theory Framework, the study employed a quantitative survey of 400 rural farmers, agricultural extension officers, and media and communication professionals/facilitators in selected rural communities in Ondo and Oyo States. Stratified sampling was used, and the data were processed and presented descriptively. The findings show that farmers are more aware of and educated about sustainable practices promoted through agricultural or farm-focused broadcasts, particularly on radio. The study also revealed a significant moderate positive correlation between exposure to agricultural advertisements and the adoption of sustainable farming practices. The research demonstrates that integrating agroecology themes into advertising via mass media can support ongoing sustainability programmes and boost participation in agricultural activities in Nigeria. The recommendations include building strategic partnerships among media actors, agricultural organisations, and local change agents to promote eco-friendly farming practices.

PROMOTION OF AGRICULTURAL PRACTICES IN NIGERIA THROUGH ADVERTISING AND AGROECOLOGY, 2025, Vol. 2, No. 2, pp. 58-67. PDF