Swedish cattle farmers' preferences for control measures against Mycoplasma bovis: A discrete choice experiment

Mycoplasma bovis (M. bovis) is an emerging pathogen in Swedish cattle herds, posing major challenges to animal health, welfare, and farm productivity. Given the limited effectiveness of antimicrobial treatment and limited availability of effective vaccines, prevention of M. bovis infection relies largely on the implementation of farm-level biosecurity measures. However, limited knowledge exists regarding farmers' awareness, preferences, and willingness to adopt control measures against M. bovis. This study employed a survey-based discrete choice experiment to investigate Swedish cattle farmers' preferences and trade-offs among preventive strategies against M. bovis and their willingness to pay (WTP) for preventive measures. Survey responses from 522 Swedish cattle farmers were analysed using mixed logit models. Our results showed that farmers have strong preference for preventing disease introduction at critical points of animal movement and trade. Specifically, farmers placed the highest value on diagnostic testing prior to purchase, with an estimated WTP of 1171 SEK per cattle for individual testing, followed by vehicle cleaning and disinfection, extended isolation of newly purchased cattle, and avoidance of cattle shows. Preferences varied considerably across farmers and were associated with factors such as participation in a biosecurity program, prior experience with diseases caused by M. bovis, farm location, income, and subjective perceptions of M. bovis risk, control and knowledge. These findings provide an empirical basis for designing cost-effective, targeted, and socially acceptable biosecurity strategies to reduce the spread of M. bovis in Sweden.