A Behavioural Lens on Smallholder Farmer Commercialisation: Evidence from Uganda's Maize-Based Farming Systems

Smallholder farmer commercialisation in sub-Saharan Africa depends not only on access to inputs and markets but also on the behavioural orientation of farmers toward market signals. Guided by the Market-Oriented Behavioural Model (MOBM), this study examined the extent and dimensions of market-oriented behaviour among smallholder maize farmers in Iganga and Mpigi districts, Uganda. A mixed-methods approach was used, combining survey data from 315 households with focus group discussions and key informant interviews. The Market Orientation Index (MOI) was constructed across three behavioural dimensions; Market Intelligence (MI), Good Agricultural Practices (GAPs), and Post-Harvest Handling (PHH), to generate a composite Smallholder Farmer Market Orientation Index (SHFMOI). Results reveal a moderate overall market orientation (SHFMOI = 0.44), characterised by strong engagement in production-related behaviours (GAPs = 0.64), moderate participation in PHH (0.35), and weak market intelligence (0.33). Farmers are motivated and adaptive but constrained by limited access to timely market information, affordable post-harvest technologies, and institutional support services. Qualitative findings highlightreliance on traders for price information, high input costs, and inadequate access to soil testing and quality-assurance services. The study concludes that strengthening market-oriented advisory systems, embedding market intelligence within extension delivery, and facilitating affordable post-harvest and soil-testing technologies are critical for reinforcing behavioural change and deepening smallholder commercialisation. Consistent with the MOBM, such interventions can enhance farmers’ capacity to transition from production-focused to market-responsive and commercially sustainable farming systems. Future research should examine how behavioural reinforcement mechanisms, such as demonstrations and digital peer-learning platforms, sustain market-oriented farming practices over time.