Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice

Urban Farm DB summary

A mixed-methods study (International Journal of Environmental Research and Public Health, 2022) surveyed 325 villagers across 13 communities in seven Thai provinces, combining the Theory of Reasoned Action, Theory of Planned Behavior, and Health Belief Model with techniques including crosstab analysis, stepwise multiple linear regression, one-way ANOVA, multinomial logistic regression, decision tree analysis, and descriptive content analysis. Attitude, perceived benefits, and perceived readiness significantly and positively influenced adoption of urban agriculture. Among villagers who owned agricultural land, behavioral control and social norms drove continued practice; for other groups, perceived readiness and communication were the key drivers. The study proposes communication guidelines based on the EAST framework (easy, attractive, social, timely) delivered through a Critical Participatory Action Research process.