Understanding farmers’ motivations for joining cashew marketing cooperatives in coastal Kenya: the moderating role of social capital

This study investigates the current social capital among cashew farmers, emphasising their access to agricultural information while examining their intention to join cashew marketing cooperatives. The study surveyed 249 cashew farmers from Kenya’s coastal region. Employing Structural Equation Modelling with Maximum Likelihood Robust estimation, the research explores the relationships between latent variables influencing participation. The findings reveal a compelling picture: farmers’ intentions to join are influenced by moral norms and perceived behavioural control, emphasising the significance of ethical considerations and ease of joining these groups. Attitudes towards cooperatives are generally positive, reflecting a belief in the benefits of collective action, though there is variation in opinions about access to information and resources. Knowledge emerges as a critical factor, positively influencing attitudes, subjective norms, and moral norms, thus highlighting the role of informed decision-making in the cooperative movement. The frequency and method of communication within social networks provide further context to these intentions. The study underlines the need for targeted interventions to improve farmers’ knowledge and perceptions, ultimately supporting their active participation in cashew marketing cooperatives, which is crucial for the resilience and sustainable growth of Kenya’s cashew industry.