Barriers and Motivators for Zoonotic Control on Cattle Farms

The implementation of disease control programs on farms requires an act of behavioral change. This study combined behavioral science with epidemiological principles to investigate and explain the control of zoonotic agents on cattle farms. A socio-ecological model was developed from behavioral science used in human medicine. Field data was used to demonstrate the validity of this model to identify and explain motivational factors for implementation of disease control programs among English and Welsh cattle farmers. The field data originated from interviews of 42 cattle farmers and was used to identify intrinsic and extrinsic barriers. The implementation model was used to illustrate where the barriers affected the implementation process and to classify the farmers according to the current degree of zoonotic control within the model. Statistical analyses were used to identify motivators associated with different levels of implementation. In general, attitudes towards zoonotic control were positive, but ‘intent to adopt control measures’ was inhibited in approximately half the farmers by non-supportive social norms and/or a lack of belief in self-efficacy. The remaining farmers showed a gradual intent to control, but had not implemented any structured control due lack of knowledge and cultural and economic pressure from society and industry. Farmers with no intent to adopt control measures identified their private veterinarian as the preferred motivator, whereas consumer-demand and financial incentives were significantly associated with farmers who intended to control.