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Promoting Behavioral Change Using Text Messages: A Case Study of Blackberry Farmers in Ecuador

Abstract:

This study measures the effect of text message receipt on behavioral change by Ecuadorean blackberry farmers. We examine whether text messages affect knowledge about specific technologies or serve as reminders to farmers to employ practices as part of their crop management strategy. Drawing from well-known theories of behavioral change, we identify pathways relevant to technology adoption. We then describe results from a randomized experiment and measure the impact of the intervention through these pathways. Results suggest that in the blackberry context, timely text messages remind farmers about recommended practices and increase adoption. Effects on knowledge enhancement are not significant.