Despite significant efforts to increase latrine ownership, open defecation remains a challenge across rural India. Structural and economic barriers cannot sufficiently explain the stubborn persistence of open defecation among latrine owners; social norms and cultural schema, however, appear to be influential. This study of Uttar Pradesh systematically measures relevant social norms and cultural schema persistent in rural villages. The study finds two pathways through which social norms inhibit latrine use: (i) beliefs/expectations that others do not use latrines or find open defecation unacceptable; and (ii) beliefs about ritual notions of purity that dissociate latrines from cleanliness. The study finds a statistically significant positive relationship between latrine use and social norms. To confront these, the study piloted an information campaign to test the effectiveness of rebranding latrine use and promoting positive social norms, by making information about growing latrine use among latrine owners more salient. The results show statistically significant improvements in open defecation practices across all treatment households, with latrine use scores in treatment villages increasing by up to 11 percent, relative to baseline. Large improvements were also observed in pro-latrine beliefs. This suggests that low-cost information campaigns can effectively improve pro-latrine beliefs and practices, as well as shift perceptions of what others find acceptable vis-à-vis open defecation.
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