Valuing Open Defecation Free Surroundings: Experimental Evidence from a Norm-Based Intervention in India

Open defecation, which is linked with poor health outcomes, lower cognitive ability and productivity, has been widespread in India. This paper assesses the impact of a randomized norm-centric intervention implemented in peri-urban areas of Tamil Nadu in India on raising the value attached to residence in areas with a lower prevalence of open defecation, measured through Willingness to Pay (WTP). The intervention aimed to change social expectations about toilet usage through audio announcements, wall paintings, household visits, and community meetings. The findings indicate a significant increase in the WTP for relocating to areas with lower prevalence of open defecation. The results are consistent when using local average treatment effect estimations wherein the possibility of spillovers in the control areas is accounted for. They are also robust to potential bias due to local socio-political events during the study period and COVID-led attrition. We further observe a significant increase in toilet ownership and usage. While assessing the mechanism, we find that change in empirical expectations through the intervention (what one believes about the prevalence of toilet usage in the community) is one of the primary mediating channels. Normative expectations (what one believes about community approval of toilet usage) are found to have limited effect. The findings underscore the need for norm-centric interventions to propel change in beliefs and achieve long-term and sustainable sanitation behavior.