Low adoption rates innovated farming technologies have been reported in both, developed and developing world. The purpose of this paper was to predict the likelihood of adoption of improved cassava processing technology from cognitive traits in Tanzania. The study involved 360 participants [181 (50.3%) males and 178 (49.7%) females] who were purposively selected from Serengeti, Sengerema and Biharamulo districts in Mara, Mwanza and Kagera regions. Questionnaire was administered to all the respondents to obtain their socio-demographic data. The respondents’ cognitive traits including Attitude, perceived self-efficacy and cognitive flexibility in relation to cassava processing technology were assessed using the attitude towards cassava processing (ACPT), perceived self–efficacy (PSE) and cognitive flexibility (CFS) scales, respectively. Likewise, the cassava processing technology adoption (CPTA) scale was administered to the respondents. Direct logistic regression analysis indicated that attitude, perceived self–efficacy, cognitive flexibility and training on improved cassava processing technology predicted adoption of improved cassava processing technology. It is concluded that cognitive variables such as attitude towards the improved cassava processing technology, perceived self–efficacy and cognitive flexibility partly explain adoption of the improved cassava processing technology. In addition, different implementation stages of adoption require different cognitive variables and even different components of the same cognitive variables. All in all cognitive variables play the crucial role in prediction of the likelihood of farmers’ adoption of improved cassava processing technology in particular.
Keywords: adoption; adoption; attitude; self-efficacy; cognitive flexibility; cassava processing technology
