Composting is an aerobic process that involves the decomposition of the urban waste leading, in accordance with the paradigm of the circular economy, to a stabilized final product rich in fertilizer properties. However, adopting this organic fertilizer may encounter significant barriers since many users still associate compost from organic municipal solid waste (OMSWC) with environmental and health hazards like soil contamination and bad odour. In this context, conveying information about compost use and properties with the appropriate communication channels could help overcome misguided beliefs about OMSWC. The present study investigated which drivers would encourage compost adoption and how the frequency of information through specific sources could influence the interest in using compost among potential users. Three main drivers were identified by surveying 59 potential compost users: providing a certification to the product, receiving more information about the origin of the material, and obtaining evidence about its positive effects on soil. Statistical analysis showed a positive association between frequent use of magazines/advertising as an information source and users' interest in adopting compost. In addition, results pointed out that potential users with higher education levels (with bachelor's degree or above) are more likely to use OMSWC than others. In conclusion, the present study suggests that it would be appropriate to redefine targeted communication campaigns to promote the benefits associated with the compost application for agricultural purposes.