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Behavioral indicators of household decision-making and demand for sanitation and potential gains from social marketing in Ghana

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  • Jenkins, Marion W.
  • Scott, Beth

Abstract

Household demand for improved sanitation in developing countries is an important social and behavioral process with implications for public health, sanitation policy and planning, and sanitation design and technology development. This paper develops a behavioral approach to assess household demand for improved sanitation in Ghana. Adoption decision stages of preference, intention, and choice to install a toilet in Ghana are defined, measured in a survey, and used to estimate sanitation demand, identify factors affecting demand at each stage, and classify households by adoption stage to identify targeted demand-stimulation strategies. Results from a representative national sample of 536 households indicate that of 74% of households without any home sanitation, 31% have some likelihood of installing a toilet within the next year, but only 6% are very likely to do so; 62% had not considered the idea. Motivating and constraining factors are compared at each adoption stage and strategies likely to increase toilet installation in Ghana discussed. The approach is useful for assessing behavioral indicators of sanitation demand in developing countries and suggesting where marketing approaches can and cannot work to accelerate adoption of household sanitation improvements.

Suggested Citation

  • Jenkins, Marion W. & Scott, Beth, 2007. "Behavioral indicators of household decision-making and demand for sanitation and potential gains from social marketing in Ghana," Social Science & Medicine, Elsevier, vol. 64(12), pages 2427-2442, June.
    • Handle: RePEc:eee:socmed:v:64:y:2007:i:12:p:2427-2442
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    3. Marion W. Jenkins and Steven Sugden, 2006. "Rethinking Sanitation: Lessons and Innovation for Sustainability and Success in the New Millennium," Human Development Occasional Papers (1992-2007) HDOCPA-2006-27, Human Development Report Office (HDRO), United Nations Development Programme (UNDP).
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    5. Alan Gilbert, 1983. "The Tenants of Self‐Help Housing: Choice and Constraint in the Housing Markets of Less Developed Countries," Development and Change, International Institute of Social Studies, vol. 14(3), pages 449-477, July.
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