Discerning Hygiene Behavior amidst Bottom of Pyramid Segment: A CHAID Analysis

Hygiene status of the people along with other measures of environmental sanitization promotes health of the community by providing clean environment and breaking the cycle of disease. Establishing routine hygiene behavior and adopting hygiene norms by the community at large and in particular the bottom of pyramid segment is of critical importance for long term welfare and health benefits. This study aims to firstly assess the hygiene behavior adopted by bottom of pyramid segment across several aspects of hygiene behavior. Secondly, to employ various demographic and behavioral factors to predict, model and classify hygiene behavior and thirdly to explore the differences across various aspects of hygiene behavior in the identified groups. This study surveyed the hygiene behavior across 272 respondents from the bottom of pyramid segment. Descriptive data analysis, CHAID analysis and one way ANOVA was employed to address the research objectives. The findings indicate an evident gap in adoption of hygiene (score less than 2.5 on a four point scale) across all aspects such as hand hygiene food hygiene etc. Pre covid hand hygiene behavior, positive influence of family on adopting hygiene behavior and residential status (native or migrant) emerged as key predictors of hygiene behavior. Five heterogeneous groups emerged as an outcome of CHAID analysis and significant differences were found across several aspects of hygiene behavior in these groups. The study provides a typology of citizens from bottom of pyramid that will facilitate policy makers and local authorities and agencies to design campaigns and intervention programs that promote long term adoption of hygiene effectively.

Innovative New Product Adoption of Renewable Energy Mobility Products at the Bottom of the Pyramid The Case of Hamba, an Integrated Community-Driven Solution

Current decision-making models do not cover the processes bottom of the pyramid consumers go through when selecting mobility solutions to address access challenges they face. We investigate the process these consumers go through in their complex context in adopting a community-based renewable energy mobility solution and developing a decision-making framework. Findings indicate the positive social, environmental, and economic impact of the mobility initiative on the livelihoods of the BOP consumers. The findings offer critical theoretical contributions specifically for decision making for the adoption of renewable energy-based mobility solutions for marginalized BOP consumers and social connectedness literature.