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Health Risk Information, Social Stigma and Demand for Condoms: Experimental Evidence from Ghana

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  • Salamatu Nanna Adam

Abstract

I investigate two potential barriers that may limit demand for condoms: inadequate information about health risks and fear of social stigma associated with condom purchases. Using a randomized experiment, I test whether providing information about (i) health risks and (ii) peers’ views regarding the social appropriateness of condom purchase can increase condom demand among young adults in Ghana. I find that providing health risk information led to a 32% increase in demand. In contrast, providing additional information about peers’ views regarding the social appropriateness of condom purchase had no meaningful effect on condom demand. Moreover, the effect of health risk information on condom demand is persistent. Interestingly, even though I document persistent effects of health risk information on condom demand, I find that information has temporary effects on perceptions about the appropriateness of using condoms. These results suggest that targeted information can durably shift health behavior even when underlying perceptions remain slow to change.

Suggested Citation

  • Salamatu Nanna Adam, 2025. "Health Risk Information, Social Stigma and Demand for Condoms: Experimental Evidence from Ghana," CERGE-EI Working Papers wp808, The Center for Economic Research and Graduate Education - Economics Institute, Prague.
    • Handle: RePEc:cer:papers:wp808
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    Keywords

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    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • J13 - Labor and Demographic Economics - - Demographic Economics - - - Fertility; Family Planning; Child Care; Children; Youth

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