IMPACT OF COMMUNICATION AND SUBSIDIES/INCENTIVES ON COMMUNITY BEHAVIOR CHANGE TOWARDS SANITATION & HYGIENE PRACTICES

Abstract

This study unleashes the most important issue of today's era which is related to water, sanitation and hygiene facilities. This research describes the impact of communication and subsidies/incentives on community behavior Change towards sanitation and hygiene practices. Some of the community members have knowledge and awareness about the importance of sanitation and hygiene but still they don't want to do something for their community. Majority of the people are dependent on government and other sectors. Therefore this research is conducted to see how the behavior of the community can be changed to make them independent. This is a quantitative study in which questionnaire is adapted on Lickert Scale. This research is conducted in rural areas of 3 districts of Punjab, Pakistan which are Layyah, Rahim Yar Khan and Vehari. In this study sample size was 300 respondents in which both males and females are included. Demographics of the respondents are explained through figures. Then the reliability of the data was checked through Cronbach's Alpha value of all variables. Inferential Statistics (regression and correlation) are applied with the help of SPSS software. The result of this research explains that communication has more significant relationship with the community behaviour change and its impact is greater than subsidies/incentives. That means if the communication is done effectively the behaviour of the community can be changed for the long term.