Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia
There is an increasing interest in using insights from behavioural economics and psychology to influence people's decisions. However, little is known as to how to leverage these insights to inform educational campaigns in the context of nutrition-sensitive agriculture. We help to fill this void by i...
| Autores principales: | , |
|---|---|
| Formato: | Journal Article |
| Lenguaje: | Inglés |
| Publicado: |
Elsevier
2022
|
| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/126230 |
| _version_ | 1855542966907568128 |
|---|---|
| author | Jada, Kaleb Shiferaw Berg, Marrit van den |
| author_browse | Berg, Marrit van den Jada, Kaleb Shiferaw |
| author_facet | Jada, Kaleb Shiferaw Berg, Marrit van den |
| author_sort | Jada, Kaleb Shiferaw |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | There is an increasing interest in using insights from behavioural economics and psychology to influence people's decisions. However, little is known as to how to leverage these insights to inform educational campaigns in the context of nutrition-sensitive agriculture. We help to fill this void by investigating the effect of framed messages (gain vs loss) in stimulating demand for nutritionally enhanced crops. We conducted a field experiment with 648 farmers and found the following key results. First, nutrition education stimulates demand for nutritionally enhanced crops among smallholder farmers. Without nutrition education, farmers are less likely to switch from producing conventional maize to nutritionally enhanced maize. Second, gain-framed messages are slightly more effective: they result in a higher willingness to pay for nutritionally enhanced maize than loss-framed messages. Third, motivational orientations and risk perceptions of individuals moderate the effect of the framed messages. |
| format | Journal Article |
| id | CGSpace126230 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | Elsevier |
| publisherStr | Elsevier |
| record_format | dspace |
| spelling | CGSpace1262302025-10-26T13:01:17Z Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia Jada, Kaleb Shiferaw Berg, Marrit van den behaviour diet biofortification maize agriculture demand farmers smallholders There is an increasing interest in using insights from behavioural economics and psychology to influence people's decisions. However, little is known as to how to leverage these insights to inform educational campaigns in the context of nutrition-sensitive agriculture. We help to fill this void by investigating the effect of framed messages (gain vs loss) in stimulating demand for nutritionally enhanced crops. We conducted a field experiment with 648 farmers and found the following key results. First, nutrition education stimulates demand for nutritionally enhanced crops among smallholder farmers. Without nutrition education, farmers are less likely to switch from producing conventional maize to nutritionally enhanced maize. Second, gain-framed messages are slightly more effective: they result in a higher willingness to pay for nutritionally enhanced maize than loss-framed messages. Third, motivational orientations and risk perceptions of individuals moderate the effect of the framed messages. 2022-11 2022-12-22T08:21:12Z 2022-12-22T08:21:12Z Journal Article https://hdl.handle.net/10568/126230 en Open Access Elsevier Jada, Kaleb Shiferaw van den Berg, Marrit. 2022. Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia. Appetite 178: 106263. https://doi.org/10.1016/j.appet.2022.106263 |
| spellingShingle | behaviour diet biofortification maize agriculture demand farmers smallholders Jada, Kaleb Shiferaw Berg, Marrit van den Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia |
| title | Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia |
| title_full | Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia |
| title_fullStr | Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia |
| title_full_unstemmed | Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia |
| title_short | Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia |
| title_sort | identifying effective message framing techniques in behaviour change communication for healthy diets an experimental study of promoting biofortified maize adoption in ethiopia |
| topic | behaviour diet biofortification maize agriculture demand farmers smallholders |
| url | https://hdl.handle.net/10568/126230 |
| work_keys_str_mv | AT jadakalebshiferaw identifyingeffectivemessageframingtechniquesinbehaviourchangecommunicationforhealthydietsanexperimentalstudyofpromotingbiofortifiedmaizeadoptioninethiopia AT bergmarritvanden identifyingeffectivemessageframingtechniquesinbehaviourchangecommunicationforhealthydietsanexperimentalstudyofpromotingbiofortifiedmaizeadoptioninethiopia |