Trust and usability of climate-resilience messages among smallholder farmers: a protection motivation theory–informed qualitative study in Adansi North, Ghana

Enoch Kwame Tham-Agyekum, John-Eudes Andivi Bakang, James Adjei-Mensah, Edward Afum Banahene, Eva Nuako, Emmanuel Tabiri Oppong

Abstract


In Ghana, recurrent droughts threaten staple and vegetable crop production, making effective communication of Climate Resilience Messages (CRM) vital for strengthening farmers’ adaptive capacity. This study explored farmers’ perceptions of CRM sources, trustworthiness, and usability in drought-prone communities of Adansi North District, Ghana. A qualitative research design was employed, using three focus group discussions with 15 farmers and 20 key informants selected through purposive and snowball sampling. Data were analysed thematically to capture farmers’ perceptions regarding CRM. Results showed that farmers were skeptical towards modern forecasting systems. Traditional leaders and indigenous methods remain the most credible and trusted sources of climate information. The overly technical presentation of CRMs alienates many farmers. Agricultural extension officers are not viewed as sufficiently knowledgeable in delivering CRMs. The usability of CRM is constrained by four key issues: technical language, reliance on educated intermediaries, late delivery of forecasts, and poorly adapted formats. To be effective, CRMs must be delivered through trusted channels, simplified in language, aligned with agricultural decision-making cycles, and adapted to local contexts. The study underscores the importance of participatory, culturally sensitive communication strategies in building resilience among drought-affected communities.

 

Received: 27 August 2025

Accepted: 30 September 2025

Published: 08 October 2025


Keywords


Climate Resilience Messages, Drought-Prone, Perception, Trustworthiness, Usability

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References


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DOI: https://dx.doi.org/10.21622/MACI.2025.02.2.1636

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Copyright (c) 2025 Enoch Kwame Tham-Agyekum, John-Eudes Andivi Bakang, James Adjei-Mensah, Edward Afum Banahene, Eva Nuako, Emmanuel Tabiri Oppong

Multidisciplinary Adaptive Climate Insights

E-ISSN: 3009-6332

P-ISSN: 3009-7924

 

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Arab Academy for Science, Technology and Maritime Transport (AASTMT)

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