Drivers of and Barriers to Behavioural Change to Support Public Health and Social Wellbeing in Mbire District, Zimbabwe

Foundational behaviours across health, education, sanitation, and energy use remain suboptimal in Mbire District, Zimbabwe. This qualitative formative study examined drivers of and barriers to five priority behaviours: birth notification and registration (BNR), exclusive breastfeeding (EBF), early childhood development education (ECDE), open-defecation-free (ODF) practices, and efficient use of energy (EUE). Between 15 January and 30 March 2023, we conducted 15 focus group discussions (n = 180 participants) and 20 key informant interviews (n = 20 participants). Data were thematically analysed in QDA Miner 6 (Cohen’s κ = 0.82). Drivers of positive behaviours included leadership support, peer networks, and radio/village meetings, while barriers included bureaucratic requirements, cultural norms, and financial constraints. We recommend a multi-sectoral Social and Behavioural Change (SBC) approach integrating community events, subsidies, and culturally sensitive communication. These findings provide actionable evidence to inform district-level programming and contribute to achieving Zimbabwe’s national development targets and relevant Sustainable Development Goals.