Understanding Ethiopian farmers' intention to adopt biofortified orange-flesh sweet potatoes

Purpose Biofortification is a promising strategy for addressing malnutrition and food insecurity by enriching staple crops with nutrients. However, farmers’ adoption is crucial for their success. This study aims to shed light on Ethiopian farmers' intentions to adopt biofortified orange-fleshed sweet potatoes (OFSP) using the motivation, opportunity and ability (MOA) framework. Design/methodology/approach This study used data from a cross-sectional survey of 370 sweet potato farmers in Ethiopia. Binary logistic regression analysis was employed to examine the factors influencing farmers' intention to adopt OFSP. Findings Ability-, motivation- and opportunity-related factors significantly influenced adoption intention. Specifically, knowledge of OFSP benefits, production skills, crop characteristics and access to institutional services positively influences adoption. However, farming experience has a negative effect. Practical implications These findings emphasize the importance of educating farmers about OFSP’s high vitamin A content and favourable agronomic features. Additionally, understanding farmers' experiences and enhancing their production skills are crucial for increasing adoption rates. Targeted educational programs and support services can address these gaps and deficiencies. Originality/value This study is the first to analyse Ethiopian farmers' adoption of OFSP using an MOA framework. It offers a novel approach to understanding the complex interplay of psychological factors that influence adoption intentions. Furthermore, this study provides valuable insights into the Ethiopian context, filling a gap in the literature. These findings contribute to the development of targeted strategies for promoting biofortified crops in Ethiopia and other similar global contexts.