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Despite increased application of behavioural approaches in agricultural contexts, upgrading behaviour of smallholder farmers and traders still receives minimal attention in development of agricultural value chains. This study pays attention to antecedents of upgrading behaviour in smallholder pig value chains, by identifying factors influencing upgrading intention and examines how Theory of Planned Behaviour (TPB) is useful in determining the upgrading intention. A cross-sectional study was conducted with men and women selected from four pig-related enterprises, i.e., pig farming, pig selling, pork distribution, and pork retailing. Semi-structured interviews were conducted with 296 individuals, randomly selected from pig-producer communities in Masaka and Lira districts of Uganda. An intention to upgrade model was developed based on TPB and estimated using survey data. Principle component analysis and hierarchical regression were performed to identify the most important components of the TPB model and sociopsychological factors necessary for upgrading intention in pig value chains. Results reveal that the individuals’ beliefs about outcomes of upgrading and resources they access, have significant positive influence; while household members have significant negative influence on the individual’s intention to upgrade. Practically, this finding could be useful in understanding the behaviour of farmers and other actors in agricultural value chains. Theoretically, this study advances the methodology and application of TPB model for agricultural value chain development, by providing a set of questionnaire items that could be used for future behavioural studies in various social contexts.
Key words: Gender, pig value chain, theory of planned behaviour, Uganda, upgrading
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