Intention to Adopt a Behaviour

Output

Outcome

% of [specify the target group] who do not currently [specify the target behaviour] but plan to start doing so within the next [specify the time frame]

This indicator measures the proportion of the target population who do not currently practise a specified behaviour but plan to start within a defined time period. It helps assess an intermediate stage of behaviour change, especially during social and behaviour change (SBC) interventions. However, stated intention does not necessarily lead to actual adoption. Interpret the results alongside information on current behaviour and the barriers people face.

Determine the indicator's value using the following methodology:

1) Define the target behaviour, the desired outcome it contributes to, and a realistic time period within which people might start practising it.

2) Before collecting data, define which responses will count as mentioning the target behaviour, including any common local expressions used to describe it.

3) Collect the following data by conducting individual interviews with a representative sample of the target group:

RECOMMENDED SURVEY QUESTIONS (Q) AND POSSIBLE ANSWERS (A)

Introduction: In the following questions, I will ask you about your future plans. The questions do not have any right or wrong answers, so I would like to encourage you to respond honestly, saying what you actually plan to do.   

Q1: There are many different practices that people use to [specify the desired outcome – e.g. protect their children's health; ensure high yields; etc.]. Are there any such practices that you do not currently follow but plan to start following in the coming [specify the time period]?

A1: yes / no / does not know

Ask the following question only if the previous answer is "yes".

 

Q2: Which practices do you plan to start following in the coming [specify the time period]?

A2: Specify a range of behaviours related to the topic you are asking about (including the one your indicator focuses on) + include option “other – specify: ……………”.

Instructions for interviewers: Do not read out the answer options. Give respondents enough time to think and record all the practices they mention. Always use the probing questions below, even if they have already mentioned several practices. Further neutral probing may help respondents recall plans they initially forgot. Strictly do not suggest any specific practices or lead respondents towards the behaviour being measured.

Probe: Is there anything else you plan to start doing in the coming [specify the time period] to [specify the desired outcome]? Anything else you plan to do?

 

 

4) To calculate the indicator’s value:

• divide the number of respondents who mentioned the target behaviour in Q2 by the total number of respondents who answered Q1 (including those who answered ‘no’ or ‘does not know’);

• multiply the result by 100 to convert it to a percentage;

• exclude missing or refused answers, including cases where Q2 should have been asked but no usable answer was obtained.

This data can be disaggregated by gender and age group, and, if relevant and useful, also by location, disability status, and other characteristics relevant to adopting the behaviour.

1) The easiest way to gain the required data would be to ask directly whether the respondent plans to adopt the given behaviour. However, such an approach can be affected by social desirability bias – many respondents often know that they are expected to follow the behaviour and therefore they respond positively even though they do not really intend to adopt the behaviour. That is why IndiKit’s guidance is based on a more indirect way of gaining the required data.

 

2) Consider assessing also the main motivations for adopting the given behaviour. If a respondent says that they plan to adopt the behaviour measured by this indicator, you can ask: "Why do you plan to [specify the behaviour]?" Probe: "Are there any other reasons?" Such data can help you when promoting the behaviour in the future. 

 

3) If you want to assess changes in intention, collect the data before and after your SBC communication activities, using the same questions and time frame. For longer interventions, a mid-term assessment can also be useful.

 

4) In addition to assessing the proportion of people who intend to adopt the given behaviour, assess also the proportion of people who already adopted the behaviour. Remember that intention does not necessarily lead to actual adoption. Also, this indicator's value may decrease as more people start practising the behaviour. Therefore, interpret changes in intention alongside changes in actual practice.

Also consider using the following indicators:

• Perceived Self-Efficacy (assesses whether non-practisers feel confident that they can adopt the behaviour)

• Prevalence of Barriers to Change (identifies practical or social obstacles that may prevent intentions from becoming actions)

• Perceived Approval (assesses whether approval from influential people may support or discourage adoption)

• Understanding of the Promoted Messages (checks whether people understand the behaviour they are being encouraged to adopt)