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Sanitation marketing in Nigeria

Author

Listed:
  • Abramovsky, Laura
  • Akwunwa, Nneka
  • Augsburg, Britta
  • Danladi, Ephraim
  • Harvey, Erik
  • Iorkumbur, Emmanuel
  • Loh, Julia
  • Lührmann, Melanie
  • Musa, Abdulazeez
  • Oko-Williams, Ada
  • Olorenshaw, Harriet
  • Oteiza, Francisco
  • Rud, Juan Pablo
  • Smith, Kyla

Abstract

We evaluate the effectiveness of a sanitation marketing intervention aimed at increasing the supply of improved toilet products by local businesses and the household demand for toilets in rural Nigeria. Results from a randomized controlled trial show that treated businesses were more likely to produce and market the new toilet model and to engage in the sales of sanitation products more generally. However, we find no discernible impact on household toilet ownership rates. Evidence from interviews with sales agents employed by the business and responsible for about half of the sales suggest that inadequate incentives for sales agents and household affordability constraints may explain these results.

Suggested Citation

  • Abramovsky, Laura & Akwunwa, Nneka & Augsburg, Britta & Danladi, Ephraim & Harvey, Erik & Iorkumbur, Emmanuel & Loh, Julia & Lührmann, Melanie & Musa, Abdulazeez & Oko-Williams, Ada & Olorenshaw, Harr, 2025. "Sanitation marketing in Nigeria," World Development, Elsevier, vol. 195(C).
    • Handle: RePEc:eee:wdevel:v:195:y:2025:i:c:s0305750x2500107x
    DOI: 10.1016/j.worlddev.2025.107022
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    More about this item

    JEL classification:

    • O12 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Microeconomic Analyses of Economic Development
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • I15 - Health, Education, and Welfare - - Health - - - Health and Economic Development
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health

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