The roles of attitudes, social influence and human behaviour in the adoption of strategies to improve lamb survival by sheep producers.
This study will investigate the decision-making processes of farmers to determine which factors influence their choice on whether to adopt strategies to improve lamb survival. It will test the ability of Bagozzi’s modified model of goal-directed behaviour to predict and explain the behaviour of sheep producers. In addition, the mediating influence of perceived external factors, such as weather conditions, on the model constructs will be examined. The results of the study will show which factors influence adoption decisions, allowing a better understanding of the adoption of new lamb survival strategies. Then, we will be able to formulate recommendations regarding the marketing of new strategies and provide a basis for researchers to develop more effective ways of marketing strategies to improve lamb survival.
Lamb mortality is a major problem in Australian sheep production enterprises, with 10 to 25 percent of lambs perishing in the first seven days after birth. This results in a loss of productivity and profitability, both for individual farmers and the sheep production industry as a whole. The estimated cost of lamb losses is between $120 million and $735 million each year. Of further threat to the industry is the increasing public concern for animal welfare. The industry risks being boycotted and shut down.if consumers believe that the lamb losses are unacceptable. Recently, similar actions have been made against the sheep industry by activists campaigning against live export and the use of mulesing. These actions have severe consequences in terms of market sustainability and profit. Therefore it is essential to improve the adoption of strategies to boost lamb survival.