SWOT ANALYSIS OF SUSTAINABLE COTTON PRODUCTION: A CASE STUDY OF PUNJAB, PAKISTAN

Abstract

This study investigates the strengths, weaknesses, opportunities, and threats (SWOT) associated with sustainable cotton production in Punjab, Pakistan. It focuses on two key cotton-growing districts, Toba Tek Singh and Bahawalnagar, examining the role of the Better Cotton Initiative (BCI) and the Lok Sanjh Foundation (LSF) in promoting sustainable practices. A multi-stage sampling technique was used to select 400 respondents from Learning Groups (LGs) involved in the BCI program. Data were collected through structured interviews and thematic analysis, with results highlighting key strengths, such as environmental stewardship, labor practices, and economic benefits. However, weaknesses, including poor adaptability to new technologies and labor challenges, were also identified. Opportunities such as market expansion and supply chain improvements offer potential, while threats like climate change and socio-political instability pose risks to sustainable cotton production. Regression analysis revealed a strong correlation between SWOT factors and cotton production, with strengths, opportunities, and threats significantly influencing outcomes. These findings emphasize the need for targeted interventions and policy support to enhance the sustainability and resilience of cotton farming in the region.