Communication for Sustainability: A Communication Landscape of Organic Agricultural Community Enterprises in Phetchaburi

Abstract

This study aims to explore and analyze the communication landscape of organic agricultural community enterprises in Phetchaburi Province to assess its impact on economic, social, and environmental sustainability, particularly within the context of the transition to organic farming systems—a critical policy agenda. The research comprises two main components: 1) a comparative analysis of communication channels and in-depth perspectives (n = 34, including in-depth interviews with 6 individuals), and 2) a qualitative analysis of innovative communication strategies employed by group leaders (n = 3). Previous studies by the author (Surawat Chalorsuntisakul, 2026) indicated that 82.22% of the members expressed an interest in transitioning to organic agriculture, serving as a fundamental context for the current analysis. Findings from the first part of this study indicate that social media and special events were evaluated as having the highest efficacy in stimulating interest (mean = 4.53). However, in-depth interviews highlighted that successful peer farmers exert the greatest influence on actual decision-making due to their empirical credibility and demonstrable outcomes. Additionally, the farmers advocated for governmental support regarding pricing, debt resolution, and marketing. The second part of the study revealed that group leaders implement participatory communication strategies driven by a "people-centric" mechanism. This approach focuses on cultivating trust by leading by example and developing community enterprises into learning centers to expand agricultural networks. Consequently, the most sustainable strategy emerges from the integration of digital channels and interpersonal relationships, underpinned by credibility and active engagement. Practical recommendations, therefore, emphasize establishing leadership networks and facilitating peer-to-peer knowledge exchange activities. By utilizing model farmers as mentors, robust communication mechanisms can be constructed to directly link farmers with markets and establish reliable data verification systems.