Fostering the Circular Approach Among Professional and Hobby Farmers: The Effects of Information Sources and Farmers’ Perceptions on the Intention to Adopt Compost from Organic Municipal Waste

The organic fraction of municipal solid waste (OFMSW) compost has the potential to be an effective soil improver, and agriculture is the industry with the largest potential market for its adoption, followed by landscaping and gardening hobbyist uses. Understanding which factors foster the intention to adopt OFMSW compost among users engaged in agricultural activities is, therefore, crucial for its diffusion. A paper-and-pencil questionnaire was administered to 119 visitors involved in farming activities at an exhibition focused on the green and circular economy. The PROCESS macro for SPSS model 8 was applied to test a moderated mediated model to investigate the relationship between being a professional or hobby farmer, perceived drivers and the intention to adopt compost, with the moderation of the frequency of exposure to different information sources. The results showed that hobbyists perceived more drivers for compost adoption. In turn, the perceived drivers had a positive impact on users’ intention to adopt. Moreover, with a low frequency of use of information sources, professionals perceived fewer advantages of compost adoption. The present study highlighted the need to enhance discussions about compost properties and benefits, especially for professional farmers.