Behavioral interventions in informal seed systems to nudge sustainable demand for quality seed of sweetpotato

The introduction of quality-certified seed (QCS) in the informal farmer network-based seed systems, which have largely relied on informal signals of quality, represents a promising innovation towards integrated seed sector development, combining formal and informal sector elements. At the same time, behavioral nudges have emerged as potentially powerful ways to encourage the uptake of innovations among smallholder farmers in developing countries. Here we examine whether nudges may be used to influence adoption rates of QCS in an informal seed system. We focused on the use of text message reminders to increase the repurchase of sweetpotato vines that are certified to be free of pests and diseases. Our study site was a sweetpotato growing district in Uganda where yield is severely depressed due to sweetpotato virus disease and sweetpotato weevils. We used a randomized controlled trial involving 120 village clusters to test the effectiveness of text message reminders. We observe some indication that initial text reminders increased the likelihood of repurchase. In subsequent seasons, additional reminders reduced this likelihood. This suggests that simple reminders may be a useful tool to encourage the swifter integration of formal and informal elements in seed systems, but that their repeated use may be counterproductive. This study highlights the potential and limitations of using behavioral nudges to promote sustainable demand for quality seed in informal seed systems. Text reminders can initially encourage adoption of quality seed. However, careful consideration is needed regarding their frequency and implementation to avoid negative effects. • Reliance on informal seed systems reduces yields due to pests and disease buildup. • Text reminders increased initial quality sweetpotato seed repurchase by 4 % in Uganda. • Repeated reminders lost effectiveness and gave negative results in the second year. • Wealth, age, education and land access also affect quality seed repurchase decisions. • Strategically timed reminders are critical for a sustained quality seed adoption.