Perceived Action Efficacy

Output

Outcome

% of [specify the target group] who believe that [specify the behaviour] is effective in [specify the intended result]

The indicator measures the extent to which people believe that a specific behaviour can prevent a problem or achieve an intended result. It helps programmes identify doubts about the behaviour's effectiveness that may discourage its adoption and monitor changes in these perceptions over time. The indicator is applicable across different sectors.

Determine the indicator's value by using the following methodology:

 

1) Define the behaviour. Ensure that you are specific, so that the respondents understand it as it was intended.

 

2) Define which specific problem the behaviour is supposed to address or what it is supposed to achieve.

 

3) For each behaviour, design an interview question to assess whether respondents think that the behaviour is effective in addressing the given problem or achieving the intended result. Ensure that all questions are phrased in a neutral manner that does not lead the respondent to a particular answer. For example:

• Some people think that feeding a baby only breastmilk – no other foods or drinks, not even water – during the first six months of life provides all the nutrition the baby needs. Others do not think so. What do you think?

• Do you think covering the soil around crops with mulch does or does not help keep moisture in the soil during dry weather?

 

4) Include the following answer options:

    1) thinks that the behaviour is effective

    2) thinks that the behaviour is NOT effective

    3) does not know

 

5) Collect the required data using individual interviews with a representative sample of your target group members.

 

6) To calculate the indicator's value, divide the number of respondents who think that the behaviour is effective by the total number of respondents who answered the question, including those who answered "does not know". Exclude refusals and missing answers. Multiply the result by 100 to convert it to a percentage. Report the proportion of "does not know" responses separately, as this can help interpret the findings.

This data can be disaggregated by gender, age group, whether respondents currently practise the behaviour, and, if relevant and feasible, also by disability status and location.

1) While people's perceptions are subjective, they can have a major influence on people's willingness to adopt a given behaviour. People are more likely to see a behaviour as worth the effort if they believe it is effective in achieving the intended result. That is why the data collected by this indicator is so important.

 

2) If respondents think that the behaviour is not effective, consider asking why. Their answers can help identify doubts, misunderstandings or negative experiences that the programme could address.

 

3) People who are unfamiliar with a behaviour may be unable to judge its effectiveness. Ensure that the survey question describes the behaviour and its intended result clearly and allows respondents to answer "does not know". If many respondents select this option, consider whether limited awareness of the behaviour might explain their uncertainty.

Also consider using the following indicators:

• Perceived Self-Efficacy (assesses whether people believe they are capable of practising the behaviour)

• Intention to Adopt a Behaviour (measures whether people who do not currently practise a behaviour intend to adopt it)

• Prevalence of Barriers to Change (helps identify other barriers that may prevent people from adopting the behaviour)