Prospects for Voluntary Group Marketing of Livestock in Rural Uganda

Abstract

Although the desirability of collective action in the marketing of agricultural products is widely recognized both in the academic literature and in government policy, not much has been done to find out why some farmers do or do not wish to take part. The present study measured the attitudes of farmers (n = 284) towards voluntary group marketing (VGM) in rural Uganda, and how they influenced farmers' intentions to join VGM. The findings show that, overall, farmers are favourably disposed to participating in VGM. Perceived benefits are the strongest predictor for this intention. Recommendations from extension agents, government officials, NGOs and close associates (such as farming peers and immediate family) also have significant correlations with the likelihood of farmers participating in collective marketing initiatives. The perceived disadvantages do not appear to play a major role in a farmer's choice to participate, and the perceived lack of market and of benefits also has a negligible relationship with the likelihood of participating in VGM. It is recommended that collective marketing is promoted by increasing farmers' expectations objectively about the positive outcomes of VGM. In addition to extension agents, farming peers and family members should be involved in the process of promoting these notions.