MPPM Theses and Dissertations

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Browsing MPPM Theses and Dissertations by Author "Bore, C."

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    Risk communication media and adoption of climate change adaptation strategies among smallholders’ maize farmers in Kakamega County
    (Strathmore University, 2025) Bore, C.
    Climate change continues to threaten the livelihoods of smallholder maize farmers in Kakamega County, Kenya, through declining crop yields and increased food insecurity. While various communication tools exist to support climate change adaptation, their effectiveness among this population remains underexplored. This study investigated the role of social media, traditional media, and volunteer groups in promoting the adoption of climate-smart agricultural practices. It also examined how socio-demographic factors—including age, gender, education, and income—influence farmers’ responsiveness to climate communication. The study was grounded in the Technology Acceptance Model (TAM), Agenda-Setting Theory, and Social Cognitive Theory, providing a multidimensional framework for understanding communication-driven behavioral change. A mixed-methods design was employed, combining quantitative data from structured questionnaires with qualitative insights from open-ended responses. A stratified random sample of 384 smallholder farmers across 12 sub-counties was selected. Quantitative data were analyzed using a multivariate probit model, while thematic analysis was applied to qualitative data. The findings revealed that all three communication channels significantly influenced the adoption of climate-smart practices. Social media platforms such as WhatsApp and Facebook enhanced access to real-time, peer-driven advice but were limited by digital access and literacy. Traditional media, especially radio, was widely trusted and accessible, though less interactive. Volunteer groups—including NGOs and local community organizations—emerged as especially effective in fostering trust, contextualizing technical knowledge, and encouraging participatory learning. Socio-demographic factors moderated the relationship between communication exposure and adaptation behavior. The study concludes that risk communication media play a critical, complementary role in supporting climate adaptation among smallholder farmers. However, disparities in digital access, infrastructural limitations, and the one-way nature of some media channels present barriers to inclusivity. To address these gaps, the study recommends a multi-platform communication strategy that enhances digital infrastructure, promotes localized content in traditional media, and strengthens the capacity of volunteer networks to deliver climate information in trusted, participatory formats.