What would make Ethiopians consume more fruits and vegetables?

Suleiman Amanela, Behailu Getachew, Smret Hagos, Wanjiku Kiarie, Edel Koki, Nengapate Kuria, Digafe Maru, Daniel Mogere, Prithika Mohan, Wairimu Muthike, Zeena Oberoi

SECTOR

FARM

PROJECT TYPE

Qualitative methods | Quantitative methods

DOI

https://doi.org/10.62372/EFKP2899

Location

Ethiopia

BEHAVIORAL THEME

Salience and availability heuristics

OVERVIEW

Fruit and vegetable consumption in Ethiopia is critically low, with only 2.4% of the population meeting WHO recommendations despite high production levels. This study uses behavioral science to identify barriers to consumption and tests interventions focused on price, quality, and awareness. The findings show that larger discounts and higher-quality produce significantly increase consumption, while awareness campaigns are more effective in rural areas.

Research Questions

What factors influence fruit and vegetable consumption in Ethiopia?
How do price, quality, and awareness affect purchasing and consumption behavior?
Which behavioral interventions are most effective in increasing consumption?

Methods

The study used a mixed-methods approach, including surveys with 600 households and 60 vendors, in-depth interviews, and a mystery shopper exercise in Addis Ababa markets. A Multiple Price List experiment assessed willingness to pay, and randomized controlled trials tested interventions on price discounts, quality signaling, and awareness campaigns across multiple regions in Ethiopia.

THEMATIC AREAS

Key Findings

Fruit and vegetable consumption remains very low despite high availability, showing that supply alone does not drive consumption.
Larger price discounts significantly increase the quantity of fruits and vegetables purchased.
Higher product quality strongly influences purchasing decisions.
Awareness campaigns have limited overall impact but are more effective in rural and semi-urban areas.
Consumer behavior is shaped by factors such as price sensitivity, perceived quality, and behavioral biases.

Implications for Policy or Development

Price interventions, particularly substantial discounts, can effectively increase consumption of fruits and vegetables.
Improving product quality can directly influence purchasing behavior and should be prioritized.
Awareness campaigns should be targeted, especially toward rural populations where they are more effective.
Future strategies should combine demand-side and supply-side interventions to improve availability, accessibility, and quality.