Abstract: Cassava (Manihot esculenta), a climate-resilient crop critical to food security in sub-Saharan Africa, remains underutilized in South Africa due to the fragmented value chain and limited market participation among small-scale farmers. This study examines the determinants of market-related considerations among 240 cassava farmers in the three provinces, i.e., Limpopo, Mpumalanga, and KwaZulu-Natal, comparing those who sell cassava with those who do not. Employing probit models grounded in the utility theory, the analysis evaluates how market-related considerations are influenced by socioeconomic and institutional factors among cassava farmers. Results reveal that female farmers are more likely to consider market prices, while male farmers exhibit greater susceptibility to peer influence. Larger farm sizes increase responsiveness to market demand, and education raises the likelihood of emergency harvesting. Membership in farmers’ groups reduces reliance on informal peer networks, highlighting the role of collective action.

Recommendations include gender-sensitive policies to empower women in value chains, land reform to enhance surplus production, and institutional support for farmers’ groups to improve market access.