Social norms, nutrition messaging, and demand for biofortified staple crops: Evidence from a discrete choice experiment in Ethiopia

Biofortified maize offers a potential solution to combat micronutrient deficiencies in households, yet its adoption remains low. Realizing biofortification's benefits necessitates a shift in smallholder farmers' production and consumption behavior. Social norms can significantly influence societal behaviors and have the potential to trigger substantial changes. However, their role in promoting biofortification adoption remains underexplored. This study investigates the influence of nutrition information and social norm messaging on smallholder farmers' adoption of biofortified maize seeds in Ethiopia's highlands. We conducted an experiment with 2022 randomly selected households to evaluate the effectiveness of nutrition messages and social norm messaging on farmers' willingness to pay for biofortified maize seeds. Our results reveal that nutrition information alone significantly increases farmers' interest in purchasing biofortified maize seeds, highlighting the positive influence of information-based interventions on biofortified crop adoption. Conversely, social norm messaging on its own has a limited effect on demand. However, a combined approach demonstrates a stronger positive influence, suggesting a synergistic relationship between these interventions. These results underscore the critical role of disseminating clear information about the nutritional benefits of biofortified crops in fostering their adoption among smallholder farmers. Additionally, our study suggests that integrating social norm messaging with information-based interventions could be a highly effective strategy for promoting biofortified maize and similar nutrition-focused initiatives. This research offers valuable insights for policymakers and organizations aiming to improve nutritional outcomes through food-based approaches to agricultural development among smallholder farming communities.