How do trust, social norms and risk attitudes influence sustained adoption of interventions to reduce post-harvest losses?: application of an Agent-Based Model to the tomato value chain in Nigeria

Wagenberg, Coen van; Oudendag, Diti; Dijkxhoorn, Youri; Plaisier, Christine; Groot, Jim; Kok, Melanie


Transporting fresh tomatoes from farmer to retailer in Nigeria in plastic crates instead of raffia baskets can substantially decrease post-harvest losses both in quantity and in quality. We apply the Value Chain Laboratory (VC-Lab) method to analyse the importance for the long-term acceptance of these plastic crates of trust in other chain actors, risk attitudes and social norms of chain actors, a price bonus for transporting tomatoes in crates, the costs and lifespan of crates, and who should invest in crates. The price a farmer receives from a wholesaler, risk attitudes of the actors, and social norms were the most important drivers for the long-term use of crates.