Farmers' Variety Attribute Preferences: Implications for Breeding Priority Setting and Agricultural Extension Policy in Ethiopia*

Abstract: Technological progress in Ethiopian agriculture is the slowest by any standard, with rather very poor capacity to address the nation's problems of low agricultural productivity, poverty, and resource degradation. This paper argues and attributes the low level of technology adoption and impact to the discrepancy between the farmers' needs and the attributes of technologies generated. The empirical evidences have been generated based on the analyses of coffee farmers' variety attribute preferences, taking coffee seedlings as production technologies. Attribute preferences of smallholder farmers are governed by their contextual household characteristics, institutional, and socioeconomic factors. According to the results, risk vulnerable farmers prefer seeds adaptable to their local conditions and varieties with stable yield attribute. On the contrary, farmers in more accessible areas and/or those who are less concerned in securing subsistence income levels opt for income maximizing attributes, namely, yield and marketability. The study results have also shown the mechanisms of how farmers' attribute preferences change with development‐oriented interventions. The paper demonstrates why and how policy‐makers should formulate context specific technology development and agricultural extension strategies.