Abstract:
While most studies on African Indigenous Vegetables (AIV) focused on their nutritional
values, household income and consumer attitudes, little has been documented on their
marketing patterns. This study examines the influence of socio-economic factors and
market patterns on AIV marketing among smallholder farmers in Arusha Tanzania. The
study applied a cross-sectional design, in which a structured questionnaire was adopted
to capture information from 288 sampled AIV producers. The Cobb Douglas (Double
Log) regression model was employed during data analysis. Findings indicate that
smallholder farmers’ marital status, education level, and household size are positively
and significantly influencing the marketing of these vegetables. Also, a positive and
significant effect of smallholder farmers’ trade experience, marketing infrastructure, AIV
varieties, marketing information and market channel was observed. The findings of this
study extend the application of market orientation theory and resource-based theory
in the context of AIV marketing. This study provides a marketing framework for
policymakers and smallholder vegetable farmers on better marketing strategies for
active involvement in vegetable markets. This study contributes to the body of
knowledge on the need for policy reforms to enhance AIV marketing patterns in
developing economies. Also, the findings of this study have both practical and policy
implications.
