This study examined the role of social-cognitive factors in farmers’ decisions to cultivate orange-fleshed sweetpotato as a food-based approach to alleviating vitamin A deficiency among rural households in Uganda. Cross-sectional survey data collected from 341 randomly selected household level decision-makers drawn from two rural districts in Uganda were analysed using hierarchical regression. Perceived capability and perceived social approval significantly predicted household decisions to grow orange-fleshed sweet potato (p≤0.001). Overall, decision-makers’ subjective norms and control beliefs were found to be significant mediators (p≤0.01) of the orange-fleshed sweet potato acceptance process. These results point to a cardinal role for processes that create supportive social and cognitive environments in promoting the cultivation of bio-fortified technologies such as orange-fleshed sweet potato.

https://dx.doi.org/10.4314/jae.v24i1.1

Multi standard citation

APAHarvardMLAVancouverChicagoIEEE

Haroon Sseguyahttps://orcid.org/0000-0001-9963-3147

https://dx.doi.org/10.4314/jae.v24i1.1

Plant Production and Health

Agronomy; Plant Breeding; Plant Production

Sweet Potatoes; Potatoes; Plant Breeding; Plant Production; Uganda; Households

Africa; East Africa

Uganda

Eastern Africa Hub

Journal of Agricultural Extension