Behaviour change scale-up in Market Systems Development

A literature review

Published by
CGIAR Research Program on Policies, Institutions, and Markets (PIM)

This literature review aims to better understand scale-up processes, strategies and practices in programmes aimed at reducing poverty through improved markets. 

Its focus is on the dissemination of new behaviour through these markets as a result of programme interventions. It explores:

  • what works and what doesn’t
  • how promising interventions and institutional innovations in market systems become accepted and used by large numbers of people
  • the knowledge gaps that could be addressed by further research

The review found that MSD programmes use five scale-up strategies and two implementation practices. These are analysed and classified under 'driving strategies' and 'enabling strategies'.

The report concludes that MSD programmes are increasingly aware of the importance of behaviour change for scalability and sustainability, however, more work is needed before MSD programmes systematically apply behavioural change science to maximise their impacts. It offers recommendations for future research.