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
cg.authorship.typesCGIAR and advanced research instituteen
cg.contributor.affiliationWageningen University & Researchen
cg.contributor.affiliationWageningen Economic Researchen
cg.contributor.affiliationInternational Livestock Research Instituteen
cg.contributor.affiliationAddis Ababa Universityen
cg.contributor.affiliationHaramaya Universityen
cg.contributor.affiliationUniversity of Greenwichen
cg.contributor.affiliationTilburg Universityen
cg.contributor.crpAgriculture for Nutrition and Health
cg.contributor.donorBill & Melinda Gates Foundationen
cg.contributor.donorForeign, Commonwealth and Development Office, United Kingdomen
cg.contributor.donorFederal Ministry for Economic Cooperation and Development, Germanyen
cg.coverage.countryEthiopia
cg.coverage.iso3166-alpha2ET
cg.coverage.regionAfrica
cg.coverage.regionEastern Africa
cg.creator.identifierKebede Amenu: 0000-0002-0985-2950en
cg.creator.identifierBiruk Alemu Gemeda: 0000-0002-8406-0494en
cg.creator.identifierKristina Roesel: 0000-0002-2553-1129en
cg.creator.identifierDelia Grace: 0000-0002-0195-9489en
cg.creator.identifierTheo Knight-Jones: 0000-0003-4342-6055en
cg.howPublishedFormally Publisheden
cg.identifier.dataurlhttps://hdl.handle.net/20.500.11766.1/FK2/TEXYQ5en
cg.identifier.doihttps://doi.org/10.1016/j.foodcont.2024.110509en
cg.isijournalISI Journalen
cg.issn0956-7135en
cg.journalFood Controlen
cg.reviewStatusPeer Reviewen
cg.subject.actionAreaResilient Agrifood Systems
cg.subject.ilriFOOD SAFETYen
cg.subject.ilriWOMENen
cg.subject.impactAreaNutrition, health and food security
cg.subject.impactPlatformNutrition, Health and Food Security
cg.subject.sdgSDG 2 - Zero hungeren
cg.volume163en
dc.contributor.authorMadjdian, D.S.en
dc.contributor.authorAsseldonk, M. vanen
dc.contributor.authorTalsma, E.F.en
dc.contributor.authorAmenu, Kebedeen
dc.contributor.authorGemeda, Biruk A.en
dc.contributor.authorGirma, S.en
dc.contributor.authorRoesel, Kristinaen
dc.contributor.authorGrace, Deliaen
dc.contributor.authorKnight-Jones, Theodore J.D.en
dc.contributor.authorVet, E. deen
dc.date.accessioned2024-04-12T13:28:28Zen
dc.date.available2024-04-12T13:28:28Zen
dc.identifier.urihttps://hdl.handle.net/10568/140803
dc.titleImpact of a mass-media consumer awareness campaign on food safety behavior and behavioral determinants among women in Dire Dawa and Harar, Ethiopiaen
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
dcterms.accessRightsOpen Access
dcterms.audienceAcademicsen
dcterms.audienceScientistsen
dcterms.available2024-04-06en
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
dcterms.extent110509en
dcterms.issued2024-09en
dcterms.languageen
dcterms.licenseCC-BY-4.0
dcterms.publisherElsevieren
dcterms.subjectfood safetyen
dcterms.subjectwomenen
dcterms.typeJournal Article

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