Mapping the flow of conservation information across Wisconsin farming communities: Evidence from a social network analysis

Abstract Adoption of conservation practices in US agriculture remains limited despite demonstrated environmental and social benefits. Farmer demonstration programmes aim to accelerate conservation adoption by leveraging peer‐to‐peer learning, yet there are unresolved questions about how conservation information moves through farming communities. We used social network analysis, hierarchical clustering and regression modelling to examine communication patterns among 45 farmers in a demonstration farm program in Wisconsin. Programme managers, rather than demonstration farmers, emerged as the most central actors in information networks. Spatial proximity and shared programme regions predicted connections between farmers, underscoring the role of geography in communication patterns. Cluster analyses revealed two groups: socially connected "conservation leaders" who adopted cover crops on more acreage and "conservation curious", who were both less socially connected and less engaged in conservation. Findings underscore the importance of geographic proximity and social connectedness for effective programme design. Strengthening demonstration farmers' engagement with their communities and aligning outreach with existing social networks could enhance conservation adoption. Read the free Plain Language Summary for this article on the Journal blog.