Information and the trade-off between food safety and food security in rural markets: Experimental evidence from Malawi

Nindi, Tabitha Charles; Bauchet, Jonathan; Ricker-Gilbert, Jacob

doi:10.1016/j.jebo.2023.10.022

Journal of Economic Behavior & Organization

2023

DOI: 10.1016/j.jebo.2023.10.022

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Information and the trade-off between food safety and food security in rural markets: Experimental evidence from Malawi

Tabitha Charles Nindi,

Jonathan Bauchet,

Jacob Ricker-Gilbert

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Cited by 3 publications

References 33 publications

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Impact of a mass-media consumer awareness campaign on food safety behavior and behavioral determinants among women in Dire Dawa and Harar, Ethiopia

Madjdian,

van Asseldonk,

Talsma

et al. 2024

Food Control

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Impact of a mass-media consumer awareness campaign on food safety behavior and behavioral determinants among women in Dire Dawa and Harar, Ethiopia

Madjdian,

van Asseldonk,

Talsma

et al. 2024

Food Control

View full text Add to dashboard Cite

Signaling quality in informal markets. Evidence from an experimental auction in the Sahel

Ricker-Gilbert,

Moussa,

Abdoulaye

2025

Food Policy

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Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign

Madjdian,

van Asseldonk,

Talsma

et al. 2024

Sci Rep

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Foodborne disease resulting from food sold at urban informal markets is a major public health challenge in Sub-Saharan Africa. This study assessed the impact of an innovative nine-months multi-media campaign engaging a key influencer, aimed at empowering consumers to choose safer ready-to-eat chicken meat at informal street restaurants in Ouagadougou, Burkina Faso. A two-wave panel study assessed associations between recall of TV, radio, billboard, and social media advertisements, and self-reported behavior regarding purchasing and consumption of ready-to-eat chicken at outlets, consumer intentions, knowledge, attitudes, norms, and agency. A panel of randomly selected adult consumers (n = 852) were interviewed pre- and post-campaign, 12 months apart. 60% recalled at least one of the campaign channels when prompted. Mixed-effects models showed associations between prompted recall and feeling better informed about food safety (aOR 1.449) and increased knowledge (0.132 unit increase on total score). Social media recall was associated with higher perceived access to information (aOR 1.449) and knowledge. Billboard recall increased odds of higher perceived health benefits of paying attention to food safety behaviors when purchasing chicken (aOR 2.046). TV ad recall was associated with a 0.159 unit decrease in the gap between consumers’ intentions and behavior. An engaging consumer food safety multimedia campaign that engages key influencers improved food safety awareness and knowledge, ultimately supporting consumers to choose safer chicken at markets.

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Information and the trade-off between food safety and food security in rural markets: Experimental evidence from Malawi

Cited by 3 publications

References 33 publications

Impact of a mass-media consumer awareness campaign on food safety behavior and behavioral determinants among women in Dire Dawa and Harar, Ethiopia

Impact of a mass-media consumer awareness campaign on food safety behavior and behavioral determinants among women in Dire Dawa and Harar, Ethiopia

Signaling quality in informal markets. Evidence from an experimental auction in the Sahel

Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign

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