The Influence of Agricultural Marketing on Farmers' Adoption of Sustainable agriculture: An applied study in the Directorate of Agriculture in Najaf

Abstract

The global shift towards sustainable agriculture is crucial to ensuring food security and preserving the environment. In Iraq, specifically in Najaf Governorate, encouraging farmers to adopt Sustainable agriculture (such as water conservation, organic composting, and integrated pest management) is a key strategic objective. However, adoption rates of these practices are still influenced by a complex set of factors, among which economic viability is paramount. Agricultural marketing which includes market access, pricing, value chains, and information dissemination is assumed to be a key driver of this adoption. This research aims to examine the extent and nature of the influence of agricultural marketing factors on farmers' decision-making in Najaf Governorate regarding the adoption of sustainable agricultural practices. This applied research relied on an inductive quantitative methodology. A structured, closed-ended questionnaire was designed to collect data from a random sample of 150 farmers registered with the Najaf Directorate of Agriculture. The survey measured variables related to marketing challenges (access to markets, price premiums for sustainable products, and reliability of market information) and the degree of adoption of various sustainable practices. The data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis to determine the relationship between marketing variables and rates of adoption of sustainable practices. To determine the apparent validity and content appropriateness of the questionnaire, the scale was presented to a sample of experts for feedback, and some modifications were made to meet the judges' recommendations.The analysis revealed a strong positive relationship between strong agricultural marketing systems and the adoption of sustainable practices. The main findings indicate the following: Market Access and Price Premiums: Farmers who had access to stable markets or received price premiums for sustainably produced commodities were more likely to invest in Sustainable agriculture.