DRIVERS OF CHANGE IN FOOD CHOICE BEHAVIOR OF RURAL HOUSEHOLDS IN ADOLA REDE DISTRICT, EAST GUJI ZONE, ETHIOPIA

Abstract

Malnutrition is attributed to lack of adequate and balanced diet and is considered as a major cause of health problem for majority of the population of Ethiopia and can lead to decreased productivity and thus exacerbate poverty. The choices people make about food determine which nutrients enter their body and these choices are influenced by many interrelating factors. A key challenge to achieving sustainable improvement in adequate food choice behavior is the limited knowledge about drivers of food choice. Therefore, the general objective of this study is to examine factors influencing food choice behavior of rural households in Adola Rede district. Multi-stage sampling procedures were employed. Probability sampling to size was used to determine study sits and sample respondents from each study sits, while random sampling techniques were used to draw sample respondents. Survey data was collected from 150 sample respondents using interview schedule. Focus group discussions were also conducted with group of rural households. Descriptive statistics and econometric model were employed to analyze the collected data. Food choice behavior of the rural households was categorized depending on Food Consumption Score used widely by World Food Program. Among 13 variables used in the ordered logistic regression model, dependency ratio, total land holding, number of livestock owned, access to credit, education and agro- ecology were significantly related to the rural households’ food choice behavior. The food choice behaviors of the household respondents were 30% poor, 45% borderline and 25% adequate food choice behavior. An overwhelmingly, threefourth of the respondents were found to be inappropriate food choice behavior. Therefore, local government and nongovernmental organizations should give emphasis for improving food choice behavior through continuous training, coaching, asset building and capital mobilization and improving access to different service provider institutions.