A labourer burn dry paddy stubble in a field at a village | Photo Credit: Harmeet Sodhi/ANI

Punjab’s crop residue management communication efforts need to move beyond one-size-fits-all awareness campaigns and adopt behaviourally informed communication strategies to convert awareness into sustained no-burn practices, according to a new independent study by the Council on Energy, Environment and Water (CEEW).

The study titled ‘Behaviour Change Approaches to Tackle Stubble Burning at Scale’ found that while reported crop residue burning incidents have declined since 2022, evolving burning patterns and satellite-detection limitations mean fire counts must be interpreted alongside farmer behaviour, timing of burning, and on-ground adoption of alternatives.

Based on a primary, non-representative survey of 102 farmers, focus group discussions, and consultations with government officials across four districts of Punjab, CEEW study found that beyond information gaps, behavioural barriers such as mistrust, social norms, and practical barriers such as financial considerations continue to shape farmers’ decisions. Many of these barriers can be addressed through effective, contextual communications.

The study assessed the effectiveness and reach of current Information Education and Communication (IEC) activities and offers targeted recommendations to bridge the gap between information provision and behaviour change.

The study categorised the findings using a 4C framework -- coverage, clarity, credibility, and conversion. It found that 78 per cent of surveyed farmers were unaware of training schedules, and 63 per cent did not receive information when they needed it most. Although 63 per cent of surveyed farmers had moved away from complete burning, 31 per cent continued to partially burn their fields, showing that awareness and machinery access alone may not be sufficient.

Recommendations

The study recommended that Punjab build upon its IEC activities and introduce a dedicated ‘behaviour change communication’ strategy under the crop residue management (CRM) scheme. A campaign should integrate four components: redirecting resources towards farmers’ preferred channels (direct extension visits and social media); simplifying messages by segmenting farmer archetype, with partial burners as the immediate priority; shift social norms and target identity (shift narrative from compliance to pride); and lastly shift focus from activity counts (outputs) to behavioural outcomes (outcomes) providing a feedback loop for continuous improvement.

Quoting Prarthana Borah, Fellow, CEEW, a media statement said Punjab has made important progress in reducing reported stubble-burning incidents, but sustaining this progress will require moving from broad awareness campaigns to more targeted behaviour change. “Our study shows that farmers are not short of intent; many already disapprove of burning and are trying alternatives. The challenge is to reach them at the right time, through trusted messengers, with practical guidance that addresses real concerns such as pest attacks, machine use, costs, and narrow harvesting windows,” Borah said.

Kurinji Kemanth, Programme Lead, CEEW, said the study shows that information must be timely, local, trusted, and action-oriented. Behaviour change communication can help bridge the gap between knowing about alternatives and confidently using them.

Published on June 17, 2026