Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia
Poor diet quality has been widely identified as a primary reason for malnutrition and the increasing burden of non-communicable diseases in low- and middle-income countries. Low consumption of fruits and vegetables contributes to poor diet quality, and one factor leading to low fruit and vegetable c...
| Autores principales: | , , , , |
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| Formato: | Artículo preliminar |
| Lenguaje: | Inglés |
| Publicado: |
International Food Policy Research Institute
2021
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| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/143433 |
| _version_ | 1855523914887725056 |
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| author | Abate, Gashaw T. Baye, Kaleab de Brauw, Alan Hirvonen, Kalle Wolle, Abdulazize |
| author_browse | Abate, Gashaw T. Baye, Kaleab Hirvonen, Kalle Wolle, Abdulazize de Brauw, Alan |
| author_facet | Abate, Gashaw T. Baye, Kaleab de Brauw, Alan Hirvonen, Kalle Wolle, Abdulazize |
| author_sort | Abate, Gashaw T. |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Poor diet quality has been widely identified as a primary reason for malnutrition and the increasing burden of non-communicable diseases in low- and middle-income countries. Low consumption of fruits and vegetables contributes to poor diet quality, and one factor leading to low fruit and vegetable consumption is limited consumer awareness of the health and nutrition benefits of consumption. In this study, we experimentally assess a method of increasing consumer awareness, specifically, through showing households two different versions of a video embedded with messages about increasing fruit and vegetable consumption. The first video included just the basic recommended consumption behavior messages, while the second video also explained why and how fruit and vegetable consumption could improve health and nutrition outcomes. Even four months after viewing the video, average household consumption of fruits and vegetables increased by about 10 percent in both treatment groups relative to the control group, both in kilocalorie and consumption expenditure terms. The videos were developed to eventually show on national TV, suggesting that embedding dietary BCC messages in popular media can have positive impacts on diet quality at scale. |
| format | Artículo preliminar |
| id | CGSpace143433 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | International Food Policy Research Institute |
| publisherStr | International Food Policy Research Institute |
| record_format | dspace |
| spelling | CGSpace1434332025-12-02T21:02:52Z Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia Abate, Gashaw T. Baye, Kaleab de Brauw, Alan Hirvonen, Kalle Wolle, Abdulazize consumer education urban areas vegetables nutrition education malnutrition fruits diet quality behaviour diet video recorders Poor diet quality has been widely identified as a primary reason for malnutrition and the increasing burden of non-communicable diseases in low- and middle-income countries. Low consumption of fruits and vegetables contributes to poor diet quality, and one factor leading to low fruit and vegetable consumption is limited consumer awareness of the health and nutrition benefits of consumption. In this study, we experimentally assess a method of increasing consumer awareness, specifically, through showing households two different versions of a video embedded with messages about increasing fruit and vegetable consumption. The first video included just the basic recommended consumption behavior messages, while the second video also explained why and how fruit and vegetable consumption could improve health and nutrition outcomes. Even four months after viewing the video, average household consumption of fruits and vegetables increased by about 10 percent in both treatment groups relative to the control group, both in kilocalorie and consumption expenditure terms. The videos were developed to eventually show on national TV, suggesting that embedding dietary BCC messages in popular media can have positive impacts on diet quality at scale. 2021-11-01 2024-05-22T12:14:06Z 2024-05-22T12:14:06Z Working Paper https://hdl.handle.net/10568/143433 en https://doi.org/10.2499/p15738coll2.134022 https://doi.org/10.2499/1032568455 https://doi.org/10.2499/p15738coll2.134401 Open Access application/pdf International Food Policy Research Institute Abate, Gashaw Tadesse; Baye, Kaleab; de Brauw, Alan; Hirvonen, Kalle; and Wolle, Abdulazize. 2021. Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia. IFPRI Discussion Paper 2052. Washington, DC: International Food Policy Research Institute (IFPRI). https://doi.org/10.2499/p15738coll2.134725. |
| spellingShingle | consumer education urban areas vegetables nutrition education malnutrition fruits diet quality behaviour diet video recorders Abate, Gashaw T. Baye, Kaleab de Brauw, Alan Hirvonen, Kalle Wolle, Abdulazize Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia |
| title | Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia |
| title_full | Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia |
| title_fullStr | Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia |
| title_full_unstemmed | Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia |
| title_short | Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia |
| title_sort | video based behavioral change communication to change consumption patterns experimental evidence from urban ethiopia |
| topic | consumer education urban areas vegetables nutrition education malnutrition fruits diet quality behaviour diet video recorders |
| url | https://hdl.handle.net/10568/143433 |
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