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

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cg.authorship.typesCGIAR and developing country instituteen_US
cg.authorship.typesCGIAR and advanced research instituteen_US
cg.contributor.affiliationWageningen University & Researchen_US
cg.contributor.affiliationWageningen Economic Researchen_US
cg.contributor.affiliationInternational Livestock Research Instituteen_US
cg.contributor.affiliationAddis Ababa Universityen_US
cg.contributor.affiliationHaramaya Universityen_US
cg.contributor.affiliationUniversity of Greenwichen_US
cg.contributor.affiliationTilburg Universityen_US
cg.contributor.crpAgriculture for Nutrition and Healthen_US
cg.contributor.donorBill & Melinda Gates Foundationen_US
cg.contributor.donorForeign, Commonwealth and Development Office, United Kingdomen_US
cg.contributor.donorFederal Ministry for Economic Cooperation and Development, Germanyen_US
cg.coverage.countryEthiopiaen_US
cg.coverage.iso3166-alpha2ETen_US
cg.coverage.regionAfricaen_US
cg.coverage.regionEastern Africaen_US
cg.creator.identifierKebede Amenu: 0000-0002-0985-2950en_US
cg.creator.identifierBiruk Alemu Gemeda: 0000-0002-8406-0494en_US
cg.creator.identifierKristina Roesel: 0000-0002-2553-1129en_US
cg.creator.identifierDelia Grace: 0000-0002-0195-9489en_US
cg.creator.identifierTheo Knight-Jones: 0000-0003-4342-6055en_US
cg.howPublishedFormally Publisheden_US
cg.identifier.dataurlhttps://hdl.handle.net/20.500.11766.1/FK2/TEXYQ5en_US
cg.identifier.doihttps://doi.org/10.1016/j.foodcont.2024.110509en_US
cg.isijournalISI Journalen_US
cg.issn0956-7135en_US
cg.journalFood Controlen_US
cg.reviewStatusPeer Reviewen_US
cg.subject.actionAreaResilient Agrifood Systemsen_US
cg.subject.ilriFOOD SAFETYen_US
cg.subject.ilriWOMENen_US
cg.subject.impactAreaNutrition, health and food securityen_US
cg.subject.impactPlatformNutrition, Health and Food Securityen_US
cg.subject.sdgSDG 2 - Zero hungeren_US
cg.volume163en_US
dc.contributor.authorMadjdian, D.S.en_US
dc.contributor.authorAsseldonk, M. vanen_US
dc.contributor.authorTalsma, E.F.en_US
dc.contributor.authorAmenu, Kebedeen_US
dc.contributor.authorGemeda, Biruk A.en_US
dc.contributor.authorGirma, S.en_US
dc.contributor.authorRoesel, Kristinaen_US
dc.contributor.authorGrace, Deliaen_US
dc.contributor.authorKnight-Jones, Theodore J.D.en_US
dc.contributor.authorVet, E. deen_US
dc.date.accessioned2024-04-12T13:28:28Zen_US
dc.date.available2024-04-12T13:28:28Zen_US
dc.identifier.urihttps://hdl.handle.net/10568/140803en_US
dc.titleImpact of a mass-media consumer awareness campaign on food safety behavior and behavioral determinants among women in Dire Dawa and Harar, Ethiopiaen_US
dcterms.abstractFood safety is a pressing public health challenge in urban informal markets in sub-Saharan Africa. This study assessed the potential effectiveness of a nine-months food safety multi-media behavior change campaign implemented in Dire Dawa and Harar, Ethiopia (June 2022-February 2023) that aimed to encourage women to choose intact (safe) tomatoes at markets and safely prepare at households. Campaign channels included door-to-door household visits by health extension workers, TV and radio advertisements, billboards, and social media posts. Consumer panel surveys assessed self-reported food safety behavior and related behavioral determinants (i.e., intentions, knowledge, attitudes, norms and agency) pre-and-post campaign, 12 months apart. The sample included 765 consumers at endline with an attrition rate of 28.5%. Mixed-effects linear and ordered logistic models estimated changes associated with prompted recall. Campaign recall was high with 78.3% recalling a minimum of one channel. Recall was associated with higher access to safe food purchasing (aOR 1.994) and preparation (aOR 1.654) information. door-to-door visits, radio, and TV advert recall were associated with safer buying behavior recall (0.520, 0.515, 0.515 unit increases resp.). Prompted recall was associated with a 0.921 unit increase in safe household food preparation scores, where door-to-door visits and billboard showed the strongest association. Recall increased odds of higher intent to buy intact tomatoes (aOR1.409); printed media recall related to a 1.314 unit increase in knowledge scores. Finally, recall was associated with higher perceived health benefits (aOR 1.546), social descriptive norms (aOR 1.458), and self-efficacy (aOR 2.5) regarding safe tomato practices. In conclusion, a mass media behavior change campaign has potential to empower consumers to choose safer food in informal markets. Door-to-door visits, TV, radio and print media were notably more effective than social media channels. Beyond enhancing consumer knowledge and behavior, broader efforts are vital for enhancing food safety in urban informal markets, including ensuring the availability and affordability of intact, clean tomatoes by engaging and motivating actors within the tomato value chain.en_US
dcterms.accessRightsOpen Accessen_US
dcterms.audienceAcademicsen_US
dcterms.audienceScientistsen_US
dcterms.available2024-04-06en_US
dcterms.bibliographicCitationMadjdian, D.S., Asseldonk, M. van, Talsma, E.F., Amenu, K., Gemeda, B.A., Girma, S., Roesel, K., Grace, D., Knight-Jones, T.J.D. and Vet, E. de. 2024. Impact of a mass-media consumer awareness campaign on food safety behavior and behavioral determinants among women in Dire Dawa and Harar, Ethiopia. Food Control 163: 110509.en_US
dcterms.extent110509en_US
dcterms.issued2024-09en_US
dcterms.languageenen_US
dcterms.licenseCC-BY-4.0en_US
dcterms.publisherElsevieren_US
dcterms.subjectfood safetyen_US
dcterms.subjectwomenen_US
dcterms.typeJournal Articleen_US

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