Midstream Players Determine Population-Level Behavior Change: Social Marketing Research to Increase Demand for Lead-Free Components in Pitcher Pumps in Madagascar

Mahmooda Khaliq, Silvia Sommariva, Adaline M. Buerck, Rinah Rakotondrazaka, Lova Rakotoarisoa, Luke John Paul Barrett and James R. Mihelcic
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Mahmooda Khaliq: College of Public Health, University of South Florida, 13201 Bruce B Downs Blvd, Tampa, FL 33620, USA
Silvia Sommariva: College of Public Health, University of South Florida, 13201 Bruce B Downs Blvd, Tampa, FL 33620, USA
Adaline M. Buerck: Department of Civil and Environmental Engineering, College of Engineering, University of South Florida, 4202 E Fowler Avenue, ENG 030, Tampa, FL 33620, USA
Rinah Rakotondrazaka: ONG Ranontsika, 22 Bis Rue du Commerce, Ampasimazava, Toamasina 501, Madagascar
Lova Rakotoarisoa: ONG Ranontsika, 22 Bis Rue du Commerce, Ampasimazava, Toamasina 501, Madagascar
Luke John Paul Barrett: ONG Ranontsika, 22 Bis Rue du Commerce, Ampasimazava, Toamasina 501, Madagascar
James R. Mihelcic: Department of Civil and Environmental Engineering, College of Engineering, University of South Florida, 4202 E Fowler Avenue, ENG 030, Tampa, FL 33620, USA

IJERPH, 2021, vol. 18, issue 14, 1-13

Abstract: Lead (Pb) exposure through water contamination is an important issue at the intersection of public health and water, sanitation, and hygiene (WASH). Behavior-change programs designed to address this pressing problem rarely take a behavioral-science-informed approach, nor do they consider the role of intermediate players who often influence and support behavior change. Social marketing segments the population and focuses on the consumer/user throughout program development and implementation. To illustrate the social marketing process, this cross-sectional, qualitative design study investigates the use of Pb in the construction and maintenance of household pitcher pumps for potable water in Madagascar. A sample of 18 technicians were interviewed on their current practices, motivators, barriers, and communication channels for knowledge exchange. The results reveal the importance of peers, those considered experts or “market mavens”, and the need for information on the dangers of Pb as an outdated practice for any future intervention. This study advances the notion of a design shift within engineering WASH projects, whereby social/behavioral approaches are used to consider the needs, concerns, and current behaviors of the consumer. We also advocate for engaging intermediate players who often influence behavior change in the rollout of an engineering innovation.

Keywords: social marketing; behavior change; social change; communication; lead exposure; Sub-Saharan Africa; groundwater (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
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