Types of Research
- (-) Remove Information & Mobile Technology filter Information & Mobile Technology
- (-) Remove Risk, Preferences, & Decision-Making filter Risk, Preferences, & Decision-Making
- (-) Remove Smallholder Farmers filter Smallholder Farmers
- (-) Remove Farmer First filter Farmer First
- (-) Remove Rural Populations filter Rural Populations
- (-) Remove Development Finance & Policy filter Development Finance & Policy
- (-) Remove Education & Training filter Education & Training
- (-) Remove Market & Value Chain Analysis filter Market & Value Chain Analysis
Previous research has shown that men and women, on average, have different risk attitudes and may therefore see different value propositions in response to new opportunities. We use data from smallholder farm households in Mali to test whether risk perceptions differ by gender and across domains. We model this potential association across six risks (work injury, extreme weather, community relationships, debt, lack of buyers, and conflict) while controlling for demographic and attitudinal characteristics. Factor analysis highlights extreme weather and conflict as eliciting the most distinct patterns of participant response. Regression analysis for Mali as a whole reveals an association between gender and risk perception, with women expressing more concern except in the extreme weather domain; however, the association with gender is largely absent when models control for geographic region. We also find lower risk perception associated with an individualistic and/or fatalistic worldview, a risk-tolerant outlook, and optimism about the future, while education, better health, a social orientation, self-efficacy, and access to information are generally associated with more frequent worry— with some inconsistency. Income, wealth, and time poverty exhibit complex associations with perception of risk. Understanding whether and how men’s and women’s risk preferences differ, and identifying other dominant predictors such as geographic region and worldview, could help development organizations to shape risk mitigation interventions to increase the likelihood of adoption, and to avoid inadvertently making certain subpopulations worse off by increasing the potential for negative outcomes.
Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.