The study examined factors underlying farmers’ perception about pro-vitamin-A cassava varieties and their willingness to cultivate them in Kwara State, Nigeria. One hundred and twenty-two (122) cassava farmers, selected through a multistage sampling procedure, were used for the study. Data were collected through the use of interview schedule and analysed using percentages, mean and standard deviation. Chi-square, likelihood ratio and factor (principal component) analysis were used for inferential deduction. Results showed that about half (50.8%) of the respondents had high knowledge about the improved cassava variety and a vast majority (93.4%) expressed willingness to cultivate it. Sex (χ2 = 3.542) and knowledge level (χ2 = 15.732) had significant association with willingness to cultivate at p≤0.05, with female farmers found to be about 3 times more likely willing to cultivate than male. Also, farmers with more knowledge were found to be about 6 times more likely willing to cultivate pro-vitamin-A than those with little knowledge. Three crucial factors (‘ethno-based preference’, ‘culturally induced personal preference’ and ‘colour dislike’) were found to be associated with farmers’ perception about the cassava variety. Farmers in Kwara State were willing to cultivate the pro-vitamin-A cassava variety. Women and those who had more knowledge were more willing to cultivate the variety than men and those with little knowledge, respectively. Factors underlying farmers’ perception about the variety were linked to ethno-cultural background and dislike for yellow root cassava. The need for more female integration and increased nutritional education in the drive towards popularisation of pro-vitamin-A cassava variety are thus recommended. Key words: Pro-vitamin-A cassava, willingness to cultivate, nutritional education