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Scaling seed demand through behavioral insights: Applying the COM-B model and behavioral change wheel to the maize seed sector in Uganda

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  • Mastenbroek, Astrid

Abstract

Improved crop varieties in sub-Saharan Africa promise higher yields but remain underutilized by smallholder farmers. In Uganda, low varietal turnover, distrust in formal seed markets, and behavioral barriers contribute to these low adoption rates. While adoption studies often consider knowledge and access, they tend to understate the role of behavioral factors in shaping uptake. In contrast, behavioral economists highlight how cognitive biases, motivation, and social norms influence decisions.

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  • Mastenbroek, Astrid, 2025. "Scaling seed demand through behavioral insights: Applying the COM-B model and behavioral change wheel to the maize seed sector in Uganda," Agricultural Systems, Elsevier, vol. 229(C).
    • Handle: RePEc:eee:agisys:v:229:y:2025:i:c:s0308521x25001726
    DOI: 10.1016/j.agsy.2025.104432
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