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Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia

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Title Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia
 
Creator Jada, Kaleb Shiferaw
Berg, Marrit van den
 
Subject behaviour
diet
biofortification
maize
agriculture
demand
farmers
smallholders
 
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.
 
Date 2022-11-01
2022-12-22T08:21:12Z
2022-12-22T08:21:12Z
 
Type Journal Article
 
Identifier 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
0195-6663
https://hdl.handle.net/10568/126230
https://doi.org/10.1016/j.appet.2022.106263
 
Language en
 
Rights CC-BY-4.0
Open Access
 
Publisher Elsevier
 
Source Appetite