Sustainability information and mental health: Evidence from rural farm enterprises in Nigeria

Abstract

In the drive towards sustainability, the role of mental health in shaping responses to information campaigns is critical. Specifically, We investigate the mental health impact of an information campaign designed to influence low-income farmers' attitudes and behaviors toward sustainability. This investigation addresses gaps in the existing literature on the effectiveness of information campaigns for pro-environmental behavior, which typically ignores the psychological interference caused by the poor mental health of exposed subjects. Using data from an experimental study of 780 low-income farmers in rural Nigeria with multiple mental health proxies, we investigate whether the psychological state of exposed farmers interferes with treatment. We find evidence of a counteracting effect, such that treated farmers with poor mental health prior to treatment are less likely to report pro-environmental attitudes and actions, in contrast to farmers with better mental health. These findings challenge the assumption that sustainability information drives behavioral change and calls for integrated interventions that address psychological well-being and environmental awareness.