SLIDE 1 Jo Elliott
School of Animal Biology Faculty of Natural and Agricultural Sciences
Jo completed a Bachelor of Science in Agriculture with first class honours at UWA in 2007. Jo’s Honours project investigated the effect of a new type of farrowing pen on the behaviour of piglets, in an attempt to encourage adoption of the new system. In 2008, Jo commenced her PhD with the Sheep Co-operative Research Centre, investigating the factors which influence producers’ decisions to adopt lamb survival strategies. Jo’s PhD combines her interests of animal production and human behaviour. Jo is planning to submit her PhD in October of this year.
SLIDE 2 The adoption of lamb survival strategies by Australian sheep producers
Jo Elliott
Assoc/Prof Dominique Blache, Asst/Prof Jo Sneddon and Prof Julie Lee
The UWA Institute of Agriculture
SLIDE 3
Lamb mortality
Losses of 15 – 35 % Up to $960 million in lost productivity Potential market risk
Consumer concern for welfare
SLIDE 4
Strategies Provision of shelter Shearing prior to lambing Selection for temperament Pregnancy scanning Focus-feeding
Reduce mortality by up to 50%
SLIDE 5
Extension and adoption
Logan (2005) – key extension programs 73% aware 23% (17%) have participated 65% (11%) made changes
SLIDE 6 Theory of Planned Behaviour
(Ajzen, 1991)
Intention Behaviour Attitude toward behaviour Subjective norm Perceived behavioural control
SLIDE 7
Focus groups
Four focus groups WA sheep producers (n=22) Agricultural science students (n=7)
SLIDE 8 Theory of Planned Behaviour
(Ajzen, 1991)
Attitude toward behaviour Subjective norm Intention Behaviour Perceived behavioural control
SLIDE 9
Emotions
How would an animal get 40 lambs in a small area? … It broke my heart. (male, 50-59) We had them eating live ewes this year. When the ewes weren't even dead. I just go home so upset. (female, 40-49)
SLIDE 10 Model of Goal-directed Behaviour
(Perugini and Bagozzi, 2001)
Positive anticipated emotions Negative anticipated emotions past behaviour Frequency of Behaviour Intentions Attitudes Subjective norm Perceived behavioural control Social identity
SLIDE 11 Survey
- 1. Assess the current use of strategies
designed to improve lamb survival rates
- 2. Investigate the ability of the Theory of
Planned Behaviour and the Model of Goal- directed Behaviour to predict producers’ intentions
SLIDE 12 Data collection
Online
Low cost Great geographical reach Avoid missing data
Distributed through industry
Reach a wide range of producers
SLIDE 13
Results
168 complete responses
NSW 17% SA 9% WA 20% TAS 5% VIC 35% QLD 14%
SLIDE 14
Main farming enterprises
Farm Enterprise Mixed livestock - cropping 38 Wool 50 Fine wool 11 Superfine wool 29 Prime lambs 70 Sheep-beef 36 Other 21
SLIDE 15
Methods for improving lamb survival
26 strategies Four groups
Genetics Control of predators Flock management Feed and nutrition
SLIDE 16 Current strategy use
Strategy
Minimising disturbance at lambing 119 (71%) Lambing at maximum feed availability 117 (70%) Pregnancy scanning (dry/singles/twins) 57 (34%) Use of ‘teasers’ to synchronise ewes 21 (13%) Using a standing crop as shelter 17 (10%)
SLIDE 17 Current strategy use
Strategy
Minimising disturbance at lambing 119 (71%) Lambing at maximum feed availability 117 (70%) Pregnancy scanning (dry/singles/twins) 57 (34%) Use of ‘teasers’ to synchronise ewes 21 (13%) Using a standing crop as shelter 17 (10%)
SLIDE 18
Best – worst analysis
Most effective Least effective Pick one Pick one Genetics (e.g. crossbreeds, selection on temperament) Control of predators (e.g. baiting or shooting foxes) Feed & nutrition (e.g. pregnancy scanning, perennial pastures)
SLIDE 19
Best – worst analysis
SLIDE 20
The models
Theory of Planned Behaviour Model of Goal-directed Behaviour
SLIDE 21
Structural Equation Modelling (Std. regression coefficients)
TPB TPB with Past behav. Reduced MGB Attitude 0.24 0.23 0.12 Subjective norm 0.58 0.34 0.27 Perceived control 0.01 0.01 Past behaviour 0.45 0.36 Positive emotions 0.21 Negative emotions 0.12 r2 0.61 0.72 0.76
SLIDE 22
Latent class regression (MGB)
Class size (%) R² Class 1 52% 0.71 Class 2 48% 0.96 Overall 100% 0.87
SLIDE 23 Latent class regression
*** 0.60 0.54 Self-efficacy n.s. 0.03 0.01 Social identity *** 0.50 0.16 Attitude Perceived control
* Positive emotions 0.40
** Negative emotions 0.56 0.01 *** Predictors Class 1 Class 2 Significance Subjective norm 0.06 0.01 n.s. Mean intention 4.31 6.06 ***
SLIDE 24
Conclusions
Both models account for significant proportions of the variation in intentions Emotions and past behaviour seem to play particularly important roles We can tailor extension strategies to the two distinct groups of producers
