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To improve productivity, several improved high-yielding sweetpotato varieties have been developed and released by breeders. However, most farmers still grow low-yielding landraces known also as farmers' varieties. Farmers choose varieties to grow based on their preference for the attributes (traits) embodied in those varieties. Past studies have examined drivers of trait preference using neoclassical economic theory. This study departs from previous ones by applying principles from economic psychology to assess preference for, and prioritization, of sweetpotato traits among male and female sweetpotato farmers. Data used was data collected using focus group discussions and laddering, an in-depth personal interview process, and analysed using descriptive and means-end chain analyses. The study identifies mental constructs associated with farmers' trait preference and prioritization, namely: the characteristics farmers mentally associate with the prioritized traits, the benefits those traits confer, and the life goals (i.e. values) they enable farmers to attain. Focus group discussions revealed that, among agronomic traits, high root yield is the most preferred/prioritized trait across gender categories and was followed by stress tolerance and underground root storage longevity. The most preferred quality traits across gender groups are root size and mealiness. Women, however, prioritized early maturity over men. The means-end-chain analysis identified several mental constructs farmers mentally associated with trait prioritization. They are increased sales, more income, food security, savings, and investment. These benefits are linked to various life goals (values) farmers aspire for namely, respect, security, achievement, and happiness. These findings imply that farmers' choice of sweetpotato varieties to grow is driven by the agronomic and quality traits the varieties embody. The findings further imply that psychosocial factors underpin trait preference and prioritization by farmers. [ABSTRACT FROM AUTHOR]

To improve sweetpotato (Ipomoea batatas L.) productivity, several improved high‐yielding varieties have been developed by breeders. However, many farmers still grow low‐yielding landraces. Farmers choose varieties to grow based on their preference for the attributes of those varieties. Varietal preferences have been shown to differ between males and females. This study assessed farmer preferences for sweetpotato traits and the factors that drive the choice of most preferred traits. It used a uniquely large data set collected through personal interviews with male and female sweetpotato growers. The study employed multinomial probit regression to examine the drivers of trait preference. It finds a higher preference for production‐oriented traits among farmers in general and especially older ones. This is, however, lower among more educated farmers who mainly prefer risk‐averting traits, and those growing local varieties who mainly prefer quality traits. Hence, alongside production‐oriented traits, other traits critical for the acceptance of new varieties by farmers in their respective contexts should not be ignored. Core Ideas: While desirable, production‐oriented sweetpotato traits like yield are not always the most farmer‐desired traits.Farmers' preference for sweetpotato traits is heterogenous and varies based on age, education level, and variety grown.Breeding should take a more pluralistic approach with regard to the combination of traits prioritized. [ABSTRACT FROM AUTHOR]