Exploring the Dynamics of Quinoa Adoption: Insights from Rehamna and Oriental Regions in Morocco

Morocco is increasingly vulnerable to climate change, as reflected by recurrent droughts and rising soil and groundwater salinization, which threaten staple crops and rural livelihoods. In this context, the introduction of drought- and salinity-tolerant crops such as quinoa represents a strategic option for enhancing agricultural resilience and supporting sustainable rural development. This study analyzes quinoa adoption in two contrasting Moroccan regions, Rehamna and the Oriental, with the aim of determining key socio-economic, institutional, and environmental drivers. Field surveys were conducted to collect data on farmers’ personal characteristics, farm attributes, and access to resources related to quinoa cultivation, including water, information, and credit. Data analysis combined descriptive statistics, a binary logistic regression model (Logit), Factorial Analysis for Mixed Data (FAMD), and Hierarchical Cluster Analysis (HCPC) to identify adoption determinants and explore heterogeneity among farmers. The results reveal both common factors and region-specific dynamics shaping quinoa adoption. Cooperative membership emerges as a central determinant in both regions, facilitating access to information, collective learning, and market integration, with a stronger effect observed in the Oriental region. Water scarcity appears as a critical constraint, particularly in Rehamna. Adoption pathways also differ across regions, with a higher prevalence of direct adoption among farmers in the Oriental. Interpreted through the lens of innovation diffusion and multidimensional sustainability, the findings show that quinoa adoption is not merely a technical choice but a socio-economic adaptation strategy. Quinoa should therefore be considered a complementary crop within diversified farming systems, contributing to environmental resilience, income diversification, and social inclusion. These results provide relevant insights for the design of policies aimed at promoting sustainable agricultural innovation in marginal environments.