Emotive Themes from Tennessee Cattle Producers Regarding Responsible Antibiotic Use

Area of Science:

• Veterinary Medicine
• Behavioral Science
• Food Animal Production

Background:

• Antimicrobial use (AMU) in food animals is critical for public health.
• Regulatory changes in 2017 mandated stricter AMU practices for US food animals.
• Producer behavior is influenced by emotional factors, necessitating emotional considerations in interventions.

Purpose of the Study:

• To evaluate the emotional experiences of Tennessee (TN) beef and dairy cattle producers regarding AMU.
• To identify emotional drivers influencing producers' AMU practices.
• To inform behavioral interventions for improved AMU stewardship.

Main Methods:

• Conducted seven focus group meetings with TN beef and dairy cattle producers (n=62).
• Collected qualitative data on producers' emotional views on responsible AMU.
• Analyzed expressed emotions related to animal health, product quality, and consumer perceptions.

Main Results:

• Producers expressed deep connections to animals, linking AMU to animal and public health.
• Producers reported pride in product quality but distress over consumer misconceptions of AMU.
• Producers recommended increased transparency and public awareness regarding AMU and product labeling.

Conclusions:

• Producer emotions significantly impact AMU practices and adoption of new regulations.
• Addressing producers' emotional perspectives is crucial for designing effective behavioral change campaigns.
• Enhanced transparency and public education can improve antimicrobial stewardship and reduce resistance challenges.