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<p>To 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.</p>

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

  • 期刊论文

  • 发表日期：

    2025年12月22日

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  • Julius Juma Okello,
  • David Ryan Just,
  • Arjan Verschoor,
  • Sylvester Okoth Ojwang,
  • Janet Mwende Mutiso,
  • Chalmers Kyalo Mulwa,
  • Chenyan Gong,
  • Sam Namanda,
  • Srinivasulu Rajendran,
  • Reuben Tendo Ssali,
  • Moses Okim,
  • Hugo Campos

摘要

To 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.