Record Details

Combining means-end chain analysis and goal-priming to analyze Tanzanian farmers’ motivations to invest in quality seed of new potato varieties

CGSpace

View Archive Info
 
 
Field Value
 
Title Combining means-end chain analysis and goal-priming to analyze Tanzanian farmers’ motivations to invest in quality seed of new potato varieties
 
Creator Okello, J.J.
Lagerkvist, C.J.
Kakuhenzire, R.
Parker, M.
Schulte-Geldermann, Elmar
 
Subject potatoes
seed potatoes
varieties
gender
smallholders
 
Description Purpose – Potato is a major food staple in Africa, but its production is constrained by poor quality of seed. A recent private–public partnership in Tanzania resulted in introduction of new higher yielding varieties. The purpose of this paper is to examine smallholder farmers’ motivations to invest in the purchase of quality seed of new potato varieties, and if the motivational structure differs by gender. Design/methodology/approach – The paper used means-end chain (MEC) theory combined with goal priming, and laddering interviews on randomly sampled participants (n ¼ 45) of an experimental auction conducted among smallholder farmers in Tanzania. The auction was designed to goal-prime respondents on benefits of quality seed. The mental constructs obtained were grouped into attributes, consequences and values, and MECAnalyst software used to generate hierarchical value maps. Findings – Farmers invest in quality seed of a new variety to increase yields, hence income, and also to pursue personal life goals (values) or meet psychosocial needs. The structure of mental constructs associated with the decision to invest in quality seed of a new variety differ by gender.
 
Date 2018-07-02
2018-08-27T02:36:06Z
2018-08-27T02:36:06Z
 
Type Journal Article
 
Identifier Okello, J.J.; Lagerkvist, C.J.; Kakuhenzire, R.; Parker, M.; Schulte-Geldermann, E. 2018. Combining means-end chain analysis and goal-priming to analyze Tanzanian farmers’ motivations to invest in quality seed of new potato varieties. British Food Journal. ISSN 0007-070X 120: 7. p.1430-1445
0007-070X
https://hdl.handle.net/10568/96926
https://doi.org/10.1108/BFJ-11-2017-0612
 
Language en
 
Rights Copyrighted; all rights reserved
Limited Access
 
Format 1430-1445
 
Publisher Emerald
 
Source British Food Journal