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

  • Sulah Ndaula Makerere University
  • Haroon Sseguya International Institute of Tropical Agriculture
  • Frank Matsiko Makerere University


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.

Author Biographies

Haroon Sseguya, International Institute of Tropical Agriculture
Technology Scaling Specialist, Regional Hub for Eastern Africa, Plot 25, Light Industrial Area, Mikocheni B, P.O Box 34441, Dar es Salaam, Tanzania.
Frank Matsiko, Makerere University
Senior Lecturer, Department of Extension and Innovations Studies, College of Agricultural and Environmental Sciences, Makerere University, P. O. Box 7062, Kampala, Uganda
How to Cite
NDAULA, Sulah; SSEGUYA, Haroon; MATSIKO, Frank. Social-Cognitive Factors Influencing Household Decisions to Grow Orange-Fleshed Sweet Potato in Uganda. Journal of Agricultural Extension, [S.l.], v. 24, n. 1, p. 1-12, jan. 2020. ISSN 2408-6851. Available at: <>. Date accessed: 02 apr. 2020.
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