An Inquiry into Cultural Elements Structuring Value Chain Behavior of
Karuthakolomban Mango Collectors in Sri Lanka

Despite concerted efforts to advance understanding of the Karuthakolomban mango value chain, often categorized as a division between scientific and local knowledge, a prevailing top-down approach to scientific communication continues to disregard the wealth of cultural knowledge held by local stakeholders. This study introduces an empirical application of cultural consensus analysis, shedding light on the dynamics that shape the value chain behavior of Karuthakolomban mango collectors in Sri Lanka. The objective is to uncover and comprehend culturally transmitted knowledge shaping Karuthakolomban mango collectors’ market activities, post-harvest procedures, value addition, and distribution. A set of cultural norm statements was derived by probing into the shared cultural aspects using focus group discussions, key informant interviews, literature review, free-listing, and pilesorting. The data collection extended across 25 mango collectors within the Minuwangoda distribution system in Sri Lanka. A diverse array of perspectives was captured by reaching out to participants within this system using a purposive sampling. To assess consensus among cultural norms and ascertain the viability of merging them into a cohesive belief system, the formal cultural consensus model was employed. This model enables in comprehending response variations and determining the prevalence of shared beliefs among Karuthakolomban collectors. Multidimensional scaling and aggregate proximity matrix were utilized to visually represent and quantify the degree of similarity and dissimilarity within cultural norms, beliefs, and values. This offer insights into both commonalities and disparities within the cultural knowledge of Karuthakolomban mango collectors. The study found a notable overall cultural consensus among participants, mainly influenced by a prominent first factor (89.2%) that accounts for a substantial variance. Minor variations in cultural knowledge were observed in elements like harvesting, contractual agreements, transportation, storage, marketing, and the involvement of women in the process. This outcome offers an insightful evaluation of cultural consensus. It shapes decision-making by fostering a collective approach to practices. It acts as a guiding influence, promoting unity and alignment among participants in their operational choices and strategies. It not only enriches comprehension of the complexities of value chain behavior but also opens the door to more holistic and inclusive approaches for knowledge dissemination, and value chain development.