The effectiveness of information interventions to improve domestic food safety among rural consumers

Abstract Consumer education on food handling behavior is regarded as an effective method to improve domestic food safety and prevent foodborne illness, but is usually overlooked in rural areas. Using a presurvey and two rounds of postsurveys targeted at rural consumers from China included in a randomized controlled trial, this study investigated the effectiveness of two information interventions—a leaflet with tips for best practices and the leaflet plus consumer education sessions conveyed by phone—and compared them with a control group. Cloth use behavior was the target in the trial and five specific aspects were evaluated: (1) whether the cloth was made of old clothes, (2) whether the one used to clean kitchen tables was also used to wash dishes, (3) whether it was hung to dry, (4) how it was disinfected, and (5) how long the cloth was used before being discarded. Firstly, consumers' behavior was scored by summing the above‐mentioned five behaviors. The results estimated using the difference‐in‐difference model showed that respondents in the leaflet‐only group improved to a greater extent than those in the control group, but their difference in progress was not statistically significant until the second round of the postsurvey. Respondents in the leaflet‐plus‐phone group were quicker to adopt suggested practices and made discernible improvements compared with those in the leaflet‐only group in the first round of the postsurvey, but the gap between these groups narrowed to statistically insignificant in the second round of the postsurvey. It was concluded that one consumer education session was effective and made a difference in the long term, whereas more education sessions produced normative behavior at faster rates, showing a significant improvement in the short term. Then, the study estimated the effectiveness of interventions on the five specific behaviors separately. The results were estimated using a probit difference‐in‐difference model and showed that the suggested behaviors with lower costs or a greater difference from past behaviors were more likely to be adopted by consumers. Consumer education facilitates proper food handling practices among rural households, which should be considered by policy makers.