PARTICIPATORY COMMUNICATION STRATEGY PLANS TO PROMOTE AGRICULTURISTS’ KNOWLEDGE, ATTITUDE, AND ADOPTION OF NON-CHEMICAL AGRICULTURE: A CASE OF LAM PHAYA SUB-DISTRICT, BANG LEN DISTRICT, NAKHON PATHOM PROVINCE

Abstract

The main purpose of this study is to determine participatory communication strategy plans to promote the knowledge, attitude, and adoption of non-chemicall agriculture of agriculturists in Lam Phaya sub-district, Bang Len district, Nakhon Pathom province. This study employed both the survey method and the qualitative research method. In the qualitative research method, the researchers collected research data by observation and conducting informal interviews of agriculturists in all of the nine villages, undertaking in-depth interviews of 30 key research informants, and organizing three community forums; while in the survey research method, a questionnaire was employed to collect data from 327 agriculturists in Lam Phaya sub-district. 

The main findings were that the participatory communication strategy plans to promote Lam Phaya sub-district agriculturists’ knowledge, attitude and adoption of non-chemical agriculture should comprised three main plans: (1) the communication strategy plan to create the agriculturist’s awareness of alternative agricultural practices; (2) the communication strategy plan to promote knowledge and confidence in alternative agricultural practices; and (3) the communication strategy plan to promote the adoption of alternative agricultural practices.