Texas Tech University

Sustainable Cotton Starts Here: Listening to
Farmers, Buyers, & Brands

To encourage adoption of sustainable cotton production and purchasing, it requires a unique understanding of all perspectives involved, from cotton growers, consumers, and retailers. Each audience group has their own motivations and challenges related to sustainable cotton. Our social science research on this topic is focused on identifying insights to develop strategic, targeted communication about sustainable cotton for audience groups across the supply chain. 

Why Our Work Matters

Our work supports industry efforts to:

  • Identify unique groups of producers and their perceptions toward participating in Voluntary Sustainability Programs
  • Explore motivations and factors that drive consumers to purchase sustainable cotton products
  • Understand how cotton brands and retailers communicate about sustainability to engage consumers, reinforce brand values, and encourage sustainable purchasing behavior.

All-encompassing research on cotton sustainability works to inform communication and messaging strategies that encourage adoption of sustainable practices across the board. Starting with quality research at CATT leads to a better communications blueprint built on strategy.

View more about all of our projects

Our Work in Action

Check out how we're advancing agriscience communication through data-driven research, strategic outreach, and innovative student-led projects.

In Kylie Farmer-Kitten's recent audience segmentation study, she identifies Texas High Plains cotton growers’ perceptions of Voluntary Sustainability Programs through mental models and personas. Seven distinct grower types were identified and described, each defined by unique motivations, barriers, and attitudes towards VSPs:   
  • Industry Advocate
  • Marketing Minded
  • Already Sustainable
  • Future Focused
  • Oversight Avoidant
  • Farm Focused
  • Uninformed 
Knowing these personas allows communicators to cater social marketing campaigns to the specific audience groups apparent among Texas High Plains cotton growers. Farmer-Kitten's research reveals comprehensive message techniques agricultural communicators can use that address growers' priorities and make outreach about sustainability programs more effective.  

Learn more about the cotton grower personas in her thesis.

Hannah Gustin explored what factors motivate consumers to purchase sustainable cotton products. Her nationwide sample revealed that moral norms and ethical considerations have a strong influence on consumers’ decisions to purchase sustainable cotton. 

For communicators trying to promote sustainable cotton to consumers, messages should emphasize social responsibility and ethical value alignment with household shoppers.

Contact us to learn more about Gustin's consumer communications study.

Researchers are currently evaluating how cotton retailers communicate about sustainability on their websites. Through a content analysis, this study will identify key themes and how retailer communication aligns with consumer priorities. Stay tuned for the final results!

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Center for Agriscience Communications at Texas Tech

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