Producers’ motivation for collective action for kola production and marketing in Cameroon

Collective action has been used as a strategy to improve the benefits of smallholder producers of kola nuts in Cameroon. Despite demonstrated benefits, not all producers are involved in the collective action. The presented study used a modified Technology Acceptance Model (TAM) namely the Collective Action Behaviour model (CAB model) to analyse kola producers’ motivation for collective action activities. Five hypotheses are formulated and tested using data obtained from 185 farmers who are involved in kola production and marketing in theWestern highlands of Cameroon. Results which were generated using Partial Least Squares (PLS) approach for Structural Equation Modelling (SEM) showed that farmers’ intrinsic motivators and ease of use influenced their behavioural intent to join a group marketing activities. The perceived usefulness that was mainly related to the economic benefits of group activities did not influence farmers’ behavioural intent. It is therefore concluded that extension messages and promotional activities targeting collective action need to emphasise the perceived ease of use of involvement and social benefits associated with group activities in order to increase farmers’ participation.