Empowering farmers through science communication: A framework for pesticide risk awareness and adoption

This study evaluates the effectiveness of a science communication framework for pesticide risk awareness and the adoption of safe practices among farmers. The study examines individual risk perception and social adoption mechanisms using the Health Belief Model (HBM) and Diffusion of Innovations (DOI) Theory. A cross-sectional survey (N = 500) was conducted in Punjab, Sindh, Khyber Pakhtunkhwa, and Balochistan to assess pesticide risk awareness. ANOVA results showed that higher education-level farmers had significantly greater awareness (p < 0.01). Men exhibited higher awareness than women (χ = 9.85, p < 0.05), and regional disparities were evident, with farmers in Punjab and Sindh demonstrating higher knowledge levels than those in Balochistan and Khyber Pakhtunkhwa (χ2 = 22.50, p < 0.01). Regression analysis indicated that perceived benefits (β = 0.50, p < 0.001) and self-efficacy (β = 0.40, p < 0.001) were strong predictors of safe pesticide practices. Conversely, economic constraints (15 %) and lack of access to information (20 %) were major barriers to adoption. The findings highlight that a dual-layered communication strategy combining individual health risk awareness (HBM) with community-driven adoption mechanisms (DOI) enhances safe pesticide practices. A participatory learning approach, peer education, and digital communication tools were found to be effective in addressing barriers such as low literacy (30 %) and language constraints (25 %). The study recommends policy-driven interventions that integrate education and social diffusion strategies to improve pesticide safety in agricultural communities. Future research should explore longitudinal assessments and technology-driven interventions to sustain risk awareness and behavioral change.