Will farmers intend to cultivate Provitamin A genetically modified (GM) cassava in Nigeria? Evidence from a k-means segmentation analysis of beliefs and attitudes.

Analysis of market segments within a population remains critical to agricultural systems and policy processes for targeting new innovations. Patterns in attitudes and intentions toward cultivating Provitamin A GM cassava are examined through the use of a combination of behavioural theory and k-means cluster analysis method, investigating the interrelationship among various behavioural antecedents. Using a state-level sample of smallholder cassava farmers in Nigeria, this paper identifies three distinct classes of attitude and intention denoted as low opposition, medium opposition and high opposition farmers.