Perceptions and Attitudes of Farming Household Heads towards the Adoption of Eco-Friendly Farming Practices in Embu County, Kenya

Abstract

Eco-Friendly Farming Practices (EFFPs) are vital components of sustainable agriculture, particularly in regions such as Embu County, Kenya, which are vulnerable to climate change impacts, where smallholder farmers contend with soil degradation, irregular rainfall, and food insecurity. This paper explores the perceptions and attitudes of household heads regarding the adoption of EFFPs, as part of a broader thesis on the determinants of adoption. Perceptions relate to farmers' cognitive assessments of the benefits and risks associated with EFFPs, whereas attitudes reflect emotional predispositions that influence behavioural intentions. Employing a mixed-methods approach, data were collected and analyzed from 402 household heads across Embu East, North, and West sub-counties. The findings reveal favourable perceptions of the environmental advantages of EFFPs (average score 4.2 out of 5), yet show less favourable attitudes toward obstacles to adoption, such as high initial costs (average score 2.8 out of 5). Households led by women exhibited more positive attitudes (average score of 4.1 out of 5), partly attributable to agency driven by migration, in contrast to regional trends. The study, grounded in the Theory of Planned Behaviour (TPB), underscores how subjective norms and perceived behavioural control influence adoption rates. Recent literature indicates that, in Kenya, approximately 60-70% of farmers perceive Climate Smart Agriculture (similar to EFFPs) as beneficial; however, resource constraints present significant barriers to widespread adoption. The recommendations advocate targeted extension services and campaigns to shift perceptions. This research makes a substantial contribution to Sustainable Development Goals 2 and 13 by promoting perception-focused interventions that foster equitable adoption and enhance resilience within smallholder agroecosystems.