MOBILE MONEY ADOPTION AND AGRIPRENEUR PERFORMANCE IN CAMEROON'S RURAL AGRICULTURAL VALUE CHAINS: A MIXED-METHODS STUDY OF COCOA AND MAIZE PRODUCERS

Abstract

This study examined the relationship between mobile money adoption and agripreneur performance within Cameroon's cocoa (export cash crop) and maize (domestic food crop) rural agricultural value chains. The study employed an explanatory sequential mixed-methods design across Meme and Fako Divisions (Southwest Region) for cocoa, and Mbam and Kim Divisions (Centre Region) for maize. The quantitative phase surveyed 912 agripreneurs (478 cocoa, 434 maize) using a structured questionnaire. Data were analyzed using descriptive statistics, bivariate comparisons, multivariate regression, interaction term analysis, and Propensity Score Matching. The qualitative phase comprised 40 in-depth interviews and 20 key informant interviews, analyzed using thematic analysis. Results revealed that mobile money adoption was significantly higher among cocoa agripreneurs (44.2%) compared to maize agripreneurs (31.6%). Mobile money adoption was associated with 22-25% higher profits for cocoa and 12-15% higher profits for maize, with adopters demonstrating significantly greater market access, input expenditure, and savings capacity. The interaction term between mobile money and value chain was statistically significant for profit (β=0.124, p<0.05), indicating stronger effects for cocoa. Qualitative findings identified barriers including insufficient agent liquidity, lack of trust, network unreliability, digital illiteracy, and transaction fees. The study concludes that mobile money adoption significantly enhances agripreneur performance in both value chains, but effects are moderated by value chain characteristics requiring differentiated policy approaches.