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Motivations and cognitive models associated with decentralized seed multiplication: Experiences from biofortified sweetpotato vine multipliers in Kenya and Ethiopia

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Title Motivations and cognitive models associated with decentralized seed multiplication: Experiences from biofortified sweetpotato vine multipliers in Kenya and Ethiopia
 
Creator Okello, J.J.
Jogo, W.
Kwikiriza, N.
Muoki, P.
 
Subject sweet potatoes
biofortification
mental models
decentralized vine multipliers
seed multiplication
 
Description The purpose of this paper is to examine the structure and content of mental models associated with the decision to engage in biofortified sweetpotato vine multiplication as a business. The study focused on decentralized vine multipliers from Kenya and Ethiopia. These were stratified by orientation toward nutrition or commercial value addition. A total of 45 multipliers were interviewed. Means-end chain (MEC) analysis combined with laddering technique was used to generate mental constructs multipliers relate with the decision to engage in biofortified sweetpotato vine multiplication. The structure and content of mental models of biofortified sweetpotato vine multipliers supporting nutrition-focused interventions and those supporting commercial value-addition sweetpotato interventions are different. Nutrition-focused multipliers are driven by the benefits of good health, while commercial value-addition interventions are driven by the benefit of making “more money.” The content and structure of mental models are also country/region specific. This study has demonstrated that decision to engage in community seed production business is driven not only by the desire to make profits but, equally importantly, by personal and societal (social) factors. It has also discussed the limitations of current analysis and future research areas.
 
Date 2018-11-05
2018-11-07T20:25:54Z
2018-11-07T20:25:54Z
 
Type Journal Article
 
Identifier Okello, J.J.; Jogo, W.; Kwikiriza, N.; Muoki, P. 2018. Motivations and cognitive models associated with decentralized seed multiplication: Experiences from biofortified sweetpotato vine multipliers in Kenya and Ethiopia. Journal of Agribusiness in Developing and Emerging Economies. ISSN: 2044-0839. 8:4. 626-641.
2044-0839
https://hdl.handle.net/10568/97889
https://doi.org/10.1108/JADEE-06-2017-0058
 
Language en
 
Rights Copyrighted; all rights reserved
Limited Access
 
Format 626-641
 
Publisher Emerald
 
Source Journal of Agribusiness in Developing and Emerging Economies