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Unravelling Belgian Blue cattle farmers’ adoption intention towards diagnostic tools : integrating insights from behavioural economics and socio-cognitive theories

Carla Mingolla (UGent) , Wouter van Mol (UGent) , Liselot Hudders (UGent) , Veroline Cauberghe (UGent) and Edwin Claerebout (UGent)
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Abstract
Macrocyclic lactone resistance in Psoroptes ovis mites, causing psoroptic mange, is emerging in beef cattle. Therefore, diagnostic tools that can indicate macrocyclic lactone resistance should be implemented at farms in order to control these parasitic infections and slow down emerging resistance. Unfortunately, the adoption of such tools remains relatively poor. This study explores which beliefs, and behavioural biases that misconstrue these beliefs, underlie farmers’ adoption intention. Five semi-structured focus groups were conducted with Belgian Blue cattle farmers (n = 38). Inductive analysis revealed that farmers’ positive attitudes towards acaricides use and risk perception towards acaricide resistance made them rather reluctant to implement diagnostic tools. In addition, farmers’ susceptibility to acaricide resistance occurring on their farm was weakened by the optimism and availability bias. Deductive analysis revealed that economic reasons, usefulness of the diagnostic tool and contribution to animal wellbeing motivated farmers to adopt such tools (i.e., behavioural beliefs). However, the loss aversion and time discounting bias weakened farmers’ beliefs related to economic reasons. The veterinarian was seen as the responsible actor for implementing diagnostic tools, while colleague-farmers’ opinion related to the diagnostic tool was also valued (i.e., normative beliefs). The latter belief was strengthened by the bandwagon-effect bias. Farmers’ beliefs about economic costs related to the diagnostic tool tended to hinder adoption intention, while the veterinarian’s assistance motivated farmers to implement such tools (i.e., control beliefs). The loss aversion bias also strengthened farmers’ control beliefs related to the diagnostic tools’ perceived costs. As such, this article provides more insights into the (ir)rational factors shaping farmers’ intention to adopt diagnostic tools. These insights might help animal health organisations to design communication strategies to stimulate the adoption of diagnostic tools on beef cattle farms.
Keywords
Food Animals, Animal Science and Zoology, Theory of planned behaviour, Behavioural biases, Mange, Macrocyclic lactones resistance, Farmers’ adoption of diagnostic tools, Focus group studies, PSOROPTES-OVIS INFESTATION, DISEASE PREVENTION, PLANNED BEHAVIOR, DECISION-MAKING, MANAGEMENT, MANGE, IVERMECTIN, RISK, INFORMATION, ATTITUDES

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MLA
Mingolla, Carla, et al. “Unravelling Belgian Blue Cattle Farmers’ Adoption Intention towards Diagnostic Tools : Integrating Insights from Behavioural Economics and Socio-Cognitive Theories.” PREVENTIVE VETERINARY MEDICINE, vol. 188, 2021, doi:10.1016/j.prevetmed.2020.105238.
APA
Mingolla, C., van Mol, W., Hudders, L., Cauberghe, V., & Claerebout, E. (2021). Unravelling Belgian Blue cattle farmers’ adoption intention towards diagnostic tools : integrating insights from behavioural economics and socio-cognitive theories. PREVENTIVE VETERINARY MEDICINE, 188. https://doi.org/10.1016/j.prevetmed.2020.105238
Chicago author-date
Mingolla, Carla, Wouter van Mol, Liselot Hudders, Veroline Cauberghe, and Edwin Claerebout. 2021. “Unravelling Belgian Blue Cattle Farmers’ Adoption Intention towards Diagnostic Tools : Integrating Insights from Behavioural Economics and Socio-Cognitive Theories.” PREVENTIVE VETERINARY MEDICINE 188. https://doi.org/10.1016/j.prevetmed.2020.105238.
Chicago author-date (all authors)
Mingolla, Carla, Wouter van Mol, Liselot Hudders, Veroline Cauberghe, and Edwin Claerebout. 2021. “Unravelling Belgian Blue Cattle Farmers’ Adoption Intention towards Diagnostic Tools : Integrating Insights from Behavioural Economics and Socio-Cognitive Theories.” PREVENTIVE VETERINARY MEDICINE 188. doi:10.1016/j.prevetmed.2020.105238.
Vancouver
1.
Mingolla C, van Mol W, Hudders L, Cauberghe V, Claerebout E. Unravelling Belgian Blue cattle farmers’ adoption intention towards diagnostic tools : integrating insights from behavioural economics and socio-cognitive theories. PREVENTIVE VETERINARY MEDICINE. 2021;188.
IEEE
[1]
C. Mingolla, W. van Mol, L. Hudders, V. Cauberghe, and E. Claerebout, “Unravelling Belgian Blue cattle farmers’ adoption intention towards diagnostic tools : integrating insights from behavioural economics and socio-cognitive theories,” PREVENTIVE VETERINARY MEDICINE, vol. 188, 2021.
@article{8705139,
  abstract     = {{Macrocyclic lactone resistance in Psoroptes ovis mites, causing psoroptic mange, is emerging in beef cattle. Therefore, diagnostic tools that can indicate macrocyclic lactone resistance should be implemented at farms in order to control these parasitic infections and slow down emerging resistance. Unfortunately, the adoption of such tools remains relatively poor. This study explores which beliefs, and behavioural biases that misconstrue these beliefs, underlie farmers’ adoption intention. Five semi-structured focus groups were conducted with Belgian Blue cattle farmers (n = 38). Inductive analysis revealed that farmers’ positive attitudes towards acaricides use and risk perception towards acaricide resistance made them rather reluctant to implement diagnostic tools. In addition, farmers’ susceptibility to acaricide resistance occurring on their farm was weakened by the optimism and availability bias. Deductive analysis revealed that economic reasons, usefulness of the diagnostic tool and contribution to animal wellbeing motivated farmers to adopt such tools (i.e., behavioural beliefs). However, the loss aversion and time discounting bias weakened farmers’ beliefs related to economic reasons. The veterinarian was seen as the responsible actor for implementing diagnostic tools, while colleague-farmers’ opinion related to the diagnostic tool was also valued (i.e., normative beliefs). The latter belief was strengthened by the bandwagon-effect bias. Farmers’ beliefs about economic costs related to the diagnostic tool tended to hinder adoption intention, while the veterinarian’s assistance motivated farmers to implement such tools (i.e., control beliefs). The loss aversion bias also strengthened farmers’ control beliefs related to the diagnostic tools’ perceived costs. As such, this article provides more insights into the (ir)rational factors shaping farmers’ intention to adopt diagnostic tools. These insights might help animal health organisations to design communication strategies to stimulate the adoption of diagnostic tools on beef cattle farms.}},
  articleno    = {{105238}},
  author       = {{Mingolla, Carla and van Mol, Wouter and Hudders, Liselot and Cauberghe, Veroline and Claerebout, Edwin}},
  issn         = {{0167-5877}},
  journal      = {{PREVENTIVE VETERINARY MEDICINE}},
  keywords     = {{Food Animals,Animal Science and Zoology,Theory of planned behaviour,Behavioural biases,Mange,Macrocyclic lactones resistance,Farmers’ adoption of diagnostic tools,Focus group studies,PSOROPTES-OVIS INFESTATION,DISEASE PREVENTION,PLANNED BEHAVIOR,DECISION-MAKING,MANAGEMENT,MANGE,IVERMECTIN,RISK,INFORMATION,ATTITUDES}},
  language     = {{eng}},
  pages        = {{11}},
  title        = {{Unravelling Belgian Blue cattle farmers’ adoption intention towards diagnostic tools : integrating insights from behavioural economics and socio-cognitive theories}},
  url          = {{http://dx.doi.org/10.1016/j.prevetmed.2020.105238}},
  volume       = {{188}},
  year         = {{2021}},
}

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