Nudging the adoption of improved crop varieties: evidence from a large randomized controlled sweetpotato trial in Uganda

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dc.creatorOkello, J.J.
dc.creatorJust, D.R.
dc.creatorVerschoor, A.
dc.creatorOjwang, S.O.
dc.creatorMutiso, J.M.
dc.creatorMulwa, C.K.
dc.creatorGong, C.
dc.creatorNamanda, S.
dc.creatorRajendran, S.
dc.creatorSsali, R.T.
dc.creatorOkim, M.
dc.creatorCampos, Hugo
dc.date2025-12
dc.date2026-01-26T14:58:53Z
dc.date2026-01-26T14:58:53Z
dc.date.accessioned2026-06-27T17:57:18Z
dc.descriptionTo achieve agricultural transformation in developing countries in the face of challenges such as climate change, the use of improved crop varieties needs a jumpstart. Using a randomized controlled trial in Uganda, we test how the nudge theory can be harnessed to deliver increased adoption of improved sweet potato varieties. We find a 7% treatment effect, though the effect is not robust to alternative specifications. We find compelling evidence for heterogeneous treatment effects, with robust treatment effects among those who experienced a stronger emotional connection to the nudges that we deployed. A key concept to help explain this is nostalgia: farmers prone to nostalgia responded more strongly to the traditional farming imagery used to nudge the adoption of improved varieties.
dc.identifierhttps://hdl.handle.net/10568/180647
dc.identifier.urihttp://hdl.handle.net/123456789/150498
dc.languageen
dc.publisherSpringer
dc.rightsLimited Access
dc.sourceOkello, J.J.; Just, D.R.; Verschoor, A.; Ojwang, S.O.; Mutiso, J.M.; Mulwa, C.K.; Gong, C.; Namanda, S.; Rajendran, S.; Ssali, R.T.; Okim, M.; Campos, H. 2025. Nudging the adoption of improved crop varieties: Evidence from a large randomized controlled sweetpotato trial in Uganda. Food Security. ISSN 1876-4525. https://doi.org/10.1007/s12571-025-01617-6
dc.subjectsweet potatoes
dc.subjecttechnology adoption
dc.titleNudging the adoption of improved crop varieties: evidence from a large randomized controlled sweetpotato trial in Uganda
dc.typeJournal Article

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