Food Safety Practices and Behavior Drivers in Traditional Food Markets in Ethiopia: Assessing the Potential for Consumer-Driven Interventions.

Traditional food markets are a key node of resilient food systems worldwide. However, improper food handling and limitations in market structures may result in foodborne disease. This study assessed the decision-making of consumers and vendors in traditional markets to identify opportunities to reduce foodborne contamination and exposure. A cross-sectional survey of 150 consumers and 150 vendors was conducted in Sidama, Ethiopia, in July-August 2022 to investigate practices, behavior drivers, and enabling environment factors relevant to food safety. Descriptive statistics were used to summarize demographics and behavior variables, and the Poverty Probability Index for socioeconomic status. Women consumers were the primary deciders for what food to buy. Of those surveyed, 26% of vendors and 19% of consumers lived below $3.20 USD/day. Consumers choose to purchase food based on price, food quality, vendor personality, and food safety (assessed using visual and sensory cues). Vendors were unconcerned about foodborne disease (73%) and attributed business success to food quality, their personality, and offering discounts. Salience and demand for food quality, as well as trusted relationships, could be leveraged as business incentives for vendors to adopt food safety practices and to increase consumers' preference for safer food and ability to identify it.