ASSESSING AWARENESS AND ADOPTION LEVELS OF SUSTAINABLE COTTON PRODUCTION PRACTICES AMONG COTTON GROWERS IN PUNJAB, PAKISTAN

Abstract

The economy of Pakistan is intricately tied to the agriculture sector, with cotton playing a pivotal role in economic development. As a significant contributor to the textile industry, cotton accounts for over 50% of the country's total exports and 5.2% of agriculture's value addition. However, the reliance on conventional cotton production practices has led to environmental challenges due to the indiscriminate use of chemical pesticides and fertilizers. To address these issues and align with global sustainability initiatives, this study assessed the awareness and adoption levels of sustainable cotton production practices among cotton growers in Punjab, Pakistan. The primary objective of this research was to assess the awareness and adoption levels of Sustainable Cotton Production Practices among cotton growers in Punjab, Pakistan. To achieve this, a mixed-methods approach was employed, integrating both qualitative and quantitative data collection techniques. The study population consisted of Learning Groups (LGs) participating in sustainable cotton production under the Lok Sanjh Foundation (LSF) in selected districts. A multistage sampling technique was used, with purposive and random sampling ensuring a representative sample of 400 respondents. Quantitative data was gathered through semi-structured interviews guided by an interview schedule comprising Likert scale questions. These questions probed respondents' strategies for insect pest control, precautionary measures during pesticide application, fertilizer preferences, soil sampling awareness, and perceived barriers and enablers for sustainable cotton production practices. Additionally, qualitative data was collected through key-informant interviews and focus group discussions, offering deeper insights into the subject matter. Statistical analysis of quantitative data using the Statistical Package for Social Sciences (SPSS) software revealed the distribution of responses and levels of awareness and adoption among cotton growers. Content analysis of qualitative data highlighted recurring themes, shedding light on hindering and supportive factors that influence the adoption of sustainable practices. The findings of this study revealed that cotton growers employ diverse strategies for insect pest control, including the integration of techniques learned through Sustainable Cotton (SC) and Learning Group (LG) training. These strategies ranged from cultural practices to biological pest control methods, showcasing a willingness to explore alternatives to chemical pesticides. Respondents emphasized the importance of precautionary measures during pesticide application. The findings highlighted a significant awareness gap regarding the responsible use of chemical pesticides, indicating the need for targeted educational interventions to ensure safer pesticide handling. The research identified a preference for both chemical and organic fertilizers among cotton growers. However, respondents demonstrated limited knowledge of sustainable fertilizer management practices and soil sampling techniques, indicating a potential area for capacity building and training to enhance soil health. The study revealed a range of factors hindering the adoption of sustainable cotton production practices, including inadequate access to resources, limited technical know-how, and concerns about initial costs. On the positive side, cotton growers perceived supportive factors such as improved soil quality, reduced environmental impact, and potential economic benefits as incentives for adopting sustainable practices.