Understanding biosecurity behaviors of Australian beef cattle farmers using the ten basic human values framework

Area of Science:

• Agricultural Science
• Animal Health
• Behavioral Science

Background:

• On-farm biosecurity is critical for disease management in the beef cattle industry.
• Producer motivations and beliefs significantly influence biosecurity behaviors.
• Ten basic human values can characterize these motivations and beliefs.

Purpose of the Study:

• To characterize Australian beef farmers' on-farm biosecurity behaviors using ten basic human values.
• To identify interventions that align with producer motivations for wider biosecurity adoption.

Main Methods:

• Semi-structured interviews with 11 Australian beef farmers.
• Thematic analysis to identify motivations, opportunities, and capability for biosecurity behaviors.
• Characterization of behaviors using the ten basic human values framework.

Main Results:

• Benevolence and Self-direction values were principal drivers of good biosecurity behaviors.
• Security values reinforced existing practices but could also be a barrier through trusted relationships.
• Biosecurity values align with social cohesion, indicating success for collaborative efforts.

Conclusions:

• Education strategies should emphasize disease risk, animal welfare impacts, and biosecurity mitigation capabilities.
• Interventions should consider the role of security and trusted relationships in behavior change.
• Collaborative, value-aligned initiatives are most likely to improve on-farm biosecurity adoption and disease management.