Spillover effects of an information intervention on food handling behavior and the stimulus of survey in rural China

Abstract

A substantial proportion of foodborne illnesses arise at home as a result of poor food handling practices. Consumer information intervention has usually been conducted to prevent such illness; however, few studies have examined the spillover effect of these interventions. This study aimed to identify whether an information intervention focused on one target food handling behavior has spillover effects on other aspects of food handling behaviors (nontargeting behaviors) through a randomized controlled trial (RCT) conducted in rural China. The results estimated by the difference-in-difference model reveal that information intervention has a significant impact on both target and nontarget food handling behaviors. The existence of positive spillover effects is mainly due to the release of limited attention resources from information interventions and the motivation of consumers to maintain other aspects of behaviors as regulated as the target behaviors. In addition, the results also show that being surveyed spurs a stimulus to subsequent behavior. The survey effect is taken into account when calculating the spillover effects in this paper, so a more accurate estimate is obtained. These findings can motivate governments to conduct more consumer education campaigns, especially in emerging countries, and can also contribute to experimental design, data collection methods and cost‒benefit analyses of interventions, thereby helping researchers avoid biased parameter estimation.