Mapping the Flow of Conservation Information across Wisconsin Farming Communities: Evidence from a Social Network Analysis

<p><span>Adoption of conservation practices in US agriculture remains limited despite demonstrated environmental and social benefits. Farmer demonstration programs 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 modeling to examine communication patterns among 45 farmers in a demonstration farm program in Wisconsin. Contrary to expectations, program managers, rather than demonstration farmers, emerged as the most central actors in information networks. Spatial proximity and shared program regions predicted connections between farmers, underscoring the role of geography in shaping communication patterns. Cluster analysis revealed two groups: socially connected “conservation leaders” who adopted more cover crops, and “conservation curious,” who were both less socially connected and less engaged in conservation. These findings underscore the importance of geographic proximity and social connectedness for effective program design. Strengthening demonstration farmers’ influence and aligning outreach with existing social networks could enhance conservation adoption.</span></p>