Behavioral interventions in informal seed systems to nudge sustainable demand for quality seed of sweetpotato

Okello, Julius Juma, Just, David R., Verschoor, Arjan, Mulwa, Chalmers, Xie, Mingcong, Ojwang, Sylvester, Namanda, Sam, Yada, Benard, Ssali, Reuben, Okim, Moses Bunsen, Mutiso, Janet Mwende, Rajendran, Srinivasulu and Campos, Hugo (2025) Behavioral interventions in informal seed systems to nudge sustainable demand for quality seed of sweetpotato. Agricultural Systems, 229. ISSN 0308-521X

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Abstract

CONTEXT: The introduction of quality-certified seed (QCS) in the informal farmer network-based seed systems, which have largely relied on informal signals of quality, represents a promising innovation towards integrated seed sector development, combining formal and informal sector elements. At the same time, behavioral nudges have emerged as potentially powerful ways to encourage the uptake of innovations among smallholder farmers in developing countries. OBJECTIVE: Here we examine whether nudges may be used to influence adoption rates of QCS in an informal seed system. METHODS: We focused on the use of text message reminders to increase the repurchase of sweetpotato vines that are certified to be free of pests and diseases. Our study site was a sweetpotato growing district in Uganda where yield is severely depressed due to sweetpotato virus disease and sweetpotato weevils. We used a randomized controlled trial involving 120 village clusters to test the effectiveness of text message reminders. RESULTS AND CONCLUSIONS: We observe some indication that initial text reminders increased the likelihood of repurchase. In subsequent seasons, additional reminders reduced this likelihood. This suggests that simple reminders may be a useful tool to encourage the swifter integration of formal and informal elements in seed systems, but that their repeated use may be counterproductive. SIGNIFICANCE: This study highlights the potential and limitations of using behavioral nudges to promote sustainable demand for quality seed in informal seed systems. Text reminders can initially encourage adoption of quality seed. However, careful consideration is needed regarding their frequency and implementation to avoid negative effects.

Item Type:	Article
Additional Information:	Data availability: Data will be made available on request. Acknowledgments: This research was funded by the Bill and Melinda Gates Foundation (BMGF), through its investment [OPP1213329] awarded to the International Potato Center (SweetGAINS); the CGIAR Initiative on Market Intelligence; Program for Seed System Innovation for Vegetatively propagated Crops in Africa (PROSSIVA) Project; and the CGIAR Initiative on Seed Equal. We also acknowledge research assistance support from Edwin Sserekumma, Harriet Ayoko, and John Robert Otukei, and logistical support from Dennis Odeke.
Faculty \ School:	Faculty of Social Sciences > School of Global Development (formerly School of International Development) Faculty of Social Sciences
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Behavioural and Experimental Development Economics Faculty of Social Sciences > Research Groups > Impact Evaluation Faculty of Social Sciences > Research Groups > Gender and Development University of East Anglia Schools > Faculty of Science > Tyndall Centre for Climate Change Research Faculty of Science > Research Centres > Tyndall Centre for Climate Change Research Faculty of Social Sciences > Research Centres > Centre for Behavioural and Experimental Social Sciences
Depositing User:	LivePure Connector
Date Deposited:	23 Jun 2025 12:30
Last Modified:	23 Jun 2025 19:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/99669
DOI:	10.1016/j.agsy.2025.104421

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