Social-Cognitive Factors Influencing Household Decisions to Grow Orange-Fleshed Sweet Potato in Uganda

Abstract

This study sought to enhance the understanding of the role of orange-fleshed sweetpotato in alleviating Vitamin A deficiency among rural households in Uganda. Cross-sectional survey data collected from 341 randomly selected household heads drawn from two rural districts in Uganda were analysed using hierarchical regression. Perceived capability and perceived social approval significantly predicted household decision to grow orange-fleshed sweetpotato (p<0.001). Overall, decision-makers’ subjective norms and control beliefs were significant mediators (p<0.01). 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 sweetpotato.