Ndaula, SulaimanSseguya, HaroonMatsiko, Frank2025-05-072025-05-072020-02-04Sulaiman, N., Haroon, S., & Frank, M. (2020). Social-cognitive factors influencing household decisions to grow orange-fleshed sweet potato in Uganda. Journal of Agricultural Extension, 24(1), 1-12. https://dx.doi.org/10.4314/jae.v24i1.12408-68511119-944Xhttps://dx.doi.org/10.4314/jae.v24i1.1https://nru.uncst.go.ug/handle/123456789/11469This study examined the role of social-cognitive factors in farmers’ decisions to cultivate orange-fleshed sweetpotato as a food-based approach to alleviating vitamin A deficiency among rural households in Uganda. Cross-sectional survey data collected from 341 randomly selected household level decision-makers drawn from two rural districts in Uganda were analysed using hierarchical regression. Perceived capability and perceived social approval significantly predicted household decisions to grow orange-fleshed sweet potato (p≤0.001). Overall, decision-makers’ subjective norms and control beliefs were found to be significant mediators (p≤0.01) of the orange-fleshed sweet potato acceptance process. These results point to a cardinal role for processes that create supportive social and cognitive environments in promoting the cultivation of bio-fortified technologies such as orange-fleshed sweet potato.Keywords: Orange-fleshed sweet potato, social approval, Ugandaenjournal-article10.4314/jae.v24i1.1