We are excited to share that our soap preference study is now in Phase 3! WASHTED, in collaboration with partners, is conducting a soap preference study to better understand the factors influencing how households choose and use soap for
handwashing. Phase 3 of the study is currently underway in both rural and urban Malawi, specifically in Chiradzulu District and Blantyre City.
After Phase 1, which explored available soaps and the attributes users value, such as scent, cost, ease of use, and effectiveness, and Phase 2, where communities ranked their preferred options, Phase 3 now focuses on understanding willingness to
pay.
In this final phase, we are exploring how households make real purchasing decisions. This includes examining stated and revealed willingness to pay, assessing preferences for the top four soaps identified earlier, and understanding how price,
availability, and household priorities shape these choices.
This phase will provide critical insights into improving access to soap and its use at key moments. The findings will support the design of more effective behaviour change strategies to enhance hand hygiene in Malawi
