Advertisement, Awareness, Adoption, and Consumption of Biofortified Crops: A Randomized Controlled Trial Study in Bangladesh

Last registered on June 11, 2025

Pre-Trial

Trial Information

General Information

Title
Advertisement, Awareness, Adoption, and Consumption of Biofortified Crops: A Randomized Controlled Trial Study in Bangladesh
RCT ID
AEARCTR-0016157
Initial registration date
June 02, 2025

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
June 11, 2025, 6:34 AM EDT

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

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Primary Investigator

Affiliation
Texas Tech University

Other Primary Investigator(s)

Additional Trial Information

Status
On going
Start date
2023-07-01
End date
2026-06-30
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
Abstract
Zinc deficiency poses a significant health challenge in Bangladesh, particularly among preschool aged children and non-pregnant, non-lactating women. To address this issue, the government of Bangladesh has made efforts since 2013 to promote the cultivation and consumption of zinc bio fortified rice and wheat, considering rice’s significant role as a staple food in the country. Despite significant investments in the development and promotion of zinc-bio fortified rice in Bangladesh, adoption among smallholder farmers remains limited.

In empirical literature, it is well established that the introduction of any new technology like new seeds, or new machine often brings uncertainty, as the costs and benefits of adopting new technology are unknown to farmers. Therefore, in the absence of proper information on the new technology, the expected adoption tends to be low. To assure and convince farmers about the new technology it is imperative to provide adequate information relating to new technology.

The central hypothesis of this study is that the lack of proper information on zinc bio fortified rice is the major reason why zinc bio fortified rice is not scaled up in Bangladesh. In this study, to examine the issue, we have implemented four different treatment methods. Additionally, there is no adequate information on the agronomic and economic performance of zinc bio fortified rice compared to non bio fortified rice. These are the reason, why the adoption of zinc bio fortified rice is low in Bangladesh.
To examine the issue, this study selected 39 villages in four subdistricts in Faridpur districts of Bangladesh. A baseline survey identified that approximately 3400 farmers cultivate the dry season boro rice in sampled 39 villages. We randomly selected 24 villages and informed farmers about the benefits of the cultivation and consumption of zinc bio fortified rice. The other 15 villages we have treated as controlled villages.

To disseminate information on the health benefits of the consumption of zinc biofortified rice, we have implemented three interventions: yard meetings with the farmers and their spouse, leaflet distribution explaining the health benefits of the consumption of bio fortified rice, and advertisement about bio fortified rice using loudspeakers. We have implemented every interventions in 8 villages separately and then mixed the interventions.

In addition, out of the sampled villages we have distributed 5kg of zinc bio fortified seeds (BRRI dhan100) to 207 farmers with an objective to examine the comparative economic benefits of cultivation of zinc bio fortified rice
It is expected that farmers in the experiment villages will be informed of the benefits of zinc bio fortified rice and thus they will cultivate and consume zinc bio fortified rice. Furthermore, examining data from farmers who received free zinc bi fortified rice seeds, this study intends to examine the economic performance of zinc biofortified rice compared to other commercial rice varieties.
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We have implemented the project during November January 2023.
We are in a process now to conduct a mid-line survey in 2025
External Link(s)

Registration Citation

Citation
Mottaleb, Khondoker. 2025. "Advertisement, Awareness, Adoption, and Consumption of Biofortified Crops: A Randomized Controlled Trial Study in Bangladesh." AEA RCT Registry. June 11. https://doi.org/10.1257/rct.16157-1.0
Sponsors & Partners

Sponsors

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Experimental Details

Interventions

Intervention(s)
Yard meeting: with farmers and in some villages with farmers and their spouse, In this intervention, a facilitator explained the benefits of consumption of zinc bio fortified rice to farmers and their spouse.
Leaflet distribution: In this intervention, leaflets explaining the benefits of consumption of zinc bio fortified rice were distributed in the sampled villages. We made sure that every household will receive at least one leaflet. we hang one leaflet in the wall or in front of the door of every house in the sampled villages.
Loud speaker: we have advertised the benefits of consumption of zinc bio fortified rice using loud speaker in the sampled villages. We have developed a narrative using professional voice actors who described the benefits of consumption of zinc bio fortified rice and we broadcasted it using loudspeaker in the sampled villages.
Intervention Start Date
2023-10-01
Intervention End Date
2024-01-31

Primary Outcomes

Primary Outcomes (end points)
Sampled farmers int he villages under intervention will cultivate and consume zinc bio fortified rice more than farmers in the control villages
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
There will be a separate value chain will develop for bio fortified rice
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
Yard meeting: with farmers and in some villages with farmers and their spouse, In this intervention, a facilitator explained the benefits of consumption of zinc bio fortified rice to farmers and their spouse.
Leaflet distribution: In this intervention, leaflets explaining the benefits of consumption of zinc bio fortified rice were distributed in the sampled villages. We made sure that every household will receive at least one leaflet. we hang one leaflet in the wall or in front of the door of every house in the sampled villages.
Loud speaker: we have advertised the benefits of consumption of zinc bio fortified rice using loud speaker in the sampled villages. We have developed a narrative using professional voice actors who described the benefits of consumption of zinc bio fortified rice and we broadcasted it using loudspeaker in the sampled villages.
Experimental Design Details
Not available
Randomization Method
Simply done flipping coin
Randomization Unit
Village level
Was the treatment clustered?
Yes

Experiment Characteristics

Sample size: planned number of clusters
39 villages
Sample size: planned number of observations
3494 farmers
Sample size (or number of clusters) by treatment arms
24 villages in the treatment arm 15 villages in the control
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
IRB

Institutional Review Boards (IRBs)

IRB Name
The IRB Committee, Unviersity of Arkansas, Fayetteville Arkansas
IRB Approval Date
2023-09-15
IRB Approval Number
2308483533