An Analysis of Facebook Pages Promoting Sustainable Agricultural Practices to Combat Climate Change

Abstract

Aim of the Study: Facebook carries a steady stream of sustainability messaging, but not all of it travels. This study explore the answers of three simple questions: which sustainable practices get visibility, how those posts are framed, and what that means for engagement?

Methodology: Using a mixed‑methods content analysis, we examined 23 public posts from five high‑reach sustainability pages sampled from January to June 2025. We coded practice categories, primary frames, calls to action, and post format, and captured likes, shares, and comments. Pages are anonymized as P1–P5 to align with ethical handling of public content.

Findings: The findings showed that visual formats outperform text‑only posts on both likes and shares. Consequence and personalization frames are the workhorses of engagement, while policy and efficacy cues appear rarely. A simple engagement profile emerges: images and videos paired with concrete outcomes invite more interaction; awareness‑only posts draw attention but stall. Interpreted through Framing Theory and Diffusion of Innovations, the pattern suggests that these pages move audiences through knowledge and early persuasion, but seldom provide the cues that would help users reach decision and confirmation.

Conclusion: The paper contributes three things. Substantively, it maps which practices get traction and which remain underexposed. Theoretically, it links frame choice to likely diffusion stages on a mature social network. Practically, it offers a short playbook for communicators: combine visual formats with consequence‑rich framing and explicit efficacy or policy cues to push beyond awareness. Limitations include the small sample and short window; implications and a reproducible codebook are provided to guide future, larger studies.