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

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.