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Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia

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Title Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia
 
Creator Abate, Gashaw Tadesse
Baye, Kaleab
de Brauw, Alan
Hirvonen, Kalle
Wolle, Abdulazize
 
Subject behaviour
consumption
diet quality
fruits
vegetables
 
Description Poor diet quality has been identified as a primary driver of malnutrition and increasing burden of noncommunicable diseases in low- and middle-income countries. Low fruit and vegetable consumption contributes to poor diet quality. We experimentally assess whether videos embedded messages about increasing fruit and vegetable consumption affect consumption. Four months after viewing either a basic video or a video that explains why fruits and vegetables can improve health and nutrition outcomes, average household consumption of fruits and vegetables increased by about 9% in both treatment groups relative to the control group, both in kilocalorie and consumption expenditure terms.
 
Date 2023-06
2023-08-08T09:33:06Z
2023-08-08T09:33:06Z
 
Type Journal Article
 
Identifier Abate, Gashaw Tadesse; Baye, Kaleab; de Brauw, Alan; Hirvonen, Kalle; and Wolle, Abdulazize. 2023. Video-based behavioral change communication to change consumption patterns: Experimental evidence from urban Ethiopia. Journal of the Agricultural and Applied Economics Association 2(2): 164-180. https://doi.org/10.1002/jaa2.51
2769-2485
https://hdl.handle.net/10568/131464
https://doi.org/10.1002/jaa2.51
 
Language en
 
Rights CC-BY-4.0
Open Access
 
Format p. 164-180
 
Publisher Wiley
 
Source Journal of the Agricultural and Applied Economics Association