Overcoming Barriers: Describing Cattle Producers' Motivations & Perceived Barriers Toward Adopting Sustainable Practices to Inform Communication Strategy.
Saved in:
| Title: | Overcoming Barriers: Describing Cattle Producers' Motivations & Perceived Barriers Toward Adopting Sustainable Practices to Inform Communication Strategy. |
|---|---|
| Authors: | Catching, Kindle G.1, Orton, Ginger1, Fischer, Laura Morgan1 |
| Source: | Journal of Applied Communications. 2024, Vol. 108 Issue 3, p1-21. 23p. |
| Subject Terms: | *Diffusion of innovations, Sustainability, Diffusion of innovations theory, Perceived benefit, Social innovation |
| Abstract: | Sustainability has continued to be a focal point of the cattle industry, as both on-farm and public pressures demand increased attention to the three pillars of sustainability: social, environmental, and economic. The adoption of sustainable practices relies on producers' acceptance and increased integration on their operations. In this study, we applied the Theory of Diffusion of Innovations and social marketing framework to assess cattle producers' outcome perceptions, adoption status, and perceived benefits and barriers toward adopting sustainable practices to inform communication campaigns promoting holistic sustainability. An intercept survey was distributed to producers attending a national cattle convention to gain quantitative data. Results indicated producers have the highest intent to adopt practices focused on supporting the local economy, maintaining the overall welfare of cattle, and preserving ranching culture. Additionally, producers viewed protecting water quality, protecting the welfare of cattle, and maintaining healthy ecosystems as the top benefits to adopting sustainable practices on their operation; whereas, financial concerns and risks, changes to equipment and technology, and perceptions of inefficacy were viewed as barriers toward implementation. Communication to cattle producers should focus on how adoption can elevate their perceived benefits and minimize reported barriers. Additional research should focus on continued approaches to understand the types of information cattle producers need to further explain communication strategy in this area by qualitative approaches and message testing. Furthermore, implementing social marketing in the classroom is recommended to equip students with techniques that identify a target audience's barriers and benefits to inform effective communication campaigns that promote long-lasting behavior change. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Applied Communications is the property of Association for Communication Excellence and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Text: Availability: 0 |
|---|---|
| Header | DbId: ehh DbLabel: Education Research Complete An: 181082043 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
| IllustrationInfo | |
| Items | – Name: Title Label: Title Group: Ti Data: Overcoming Barriers: Describing Cattle Producers' Motivations & Perceived Barriers Toward Adopting Sustainable Practices to Inform Communication Strategy. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Catching%2C+Kindle+G%2E%22">Catching, Kindle G.</searchLink><relatesTo>1</relatesTo><br /><searchLink fieldCode="AR" term="%22Orton%2C+Ginger%22">Orton, Ginger</searchLink><relatesTo>1</relatesTo><br /><searchLink fieldCode="AR" term="%22Fischer%2C+Laura+Morgan%22">Fischer, Laura Morgan</searchLink><relatesTo>1</relatesTo> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Applied+Communications%22">Journal of Applied Communications</searchLink>. 2024, Vol. 108 Issue 3, p1-21. 23p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Diffusion+of+innovations%22">Diffusion of innovations</searchLink><br /><searchLink fieldCode="DE" term="%22Sustainability%22">Sustainability</searchLink><br /><searchLink fieldCode="DE" term="%22Diffusion+of+innovations+theory%22">Diffusion of innovations theory</searchLink><br /><searchLink fieldCode="DE" term="%22Perceived+benefit%22">Perceived benefit</searchLink><br /><searchLink fieldCode="DE" term="%22Social+innovation%22">Social innovation</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Sustainability has continued to be a focal point of the cattle industry, as both on-farm and public pressures demand increased attention to the three pillars of sustainability: social, environmental, and economic. The adoption of sustainable practices relies on producers' acceptance and increased integration on their operations. In this study, we applied the Theory of Diffusion of Innovations and social marketing framework to assess cattle producers' outcome perceptions, adoption status, and perceived benefits and barriers toward adopting sustainable practices to inform communication campaigns promoting holistic sustainability. An intercept survey was distributed to producers attending a national cattle convention to gain quantitative data. Results indicated producers have the highest intent to adopt practices focused on supporting the local economy, maintaining the overall welfare of cattle, and preserving ranching culture. Additionally, producers viewed protecting water quality, protecting the welfare of cattle, and maintaining healthy ecosystems as the top benefits to adopting sustainable practices on their operation; whereas, financial concerns and risks, changes to equipment and technology, and perceptions of inefficacy were viewed as barriers toward implementation. Communication to cattle producers should focus on how adoption can elevate their perceived benefits and minimize reported barriers. Additional research should focus on continued approaches to understand the types of information cattle producers need to further explain communication strategy in this area by qualitative approaches and message testing. Furthermore, implementing social marketing in the classroom is recommended to equip students with techniques that identify a target audience's barriers and benefits to inform effective communication campaigns that promote long-lasting behavior change. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Applied Communications is the property of Association for Communication Excellence and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ehh&AN=181082043 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.4148/1051-0834.2542 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 23 StartPage: 1 Subjects: – SubjectFull: Diffusion of innovations Type: general – SubjectFull: Sustainability Type: general – SubjectFull: Diffusion of innovations theory Type: general – SubjectFull: Perceived benefit Type: general – SubjectFull: Social innovation Type: general Titles: – TitleFull: Overcoming Barriers: Describing Cattle Producers' Motivations & Perceived Barriers Toward Adopting Sustainable Practices to Inform Communication Strategy. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Catching, Kindle G. – PersonEntity: Name: NameFull: Orton, Ginger – PersonEntity: Name: NameFull: Fischer, Laura Morgan IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 07 Text: 2024 Type: published Y: 2024 Identifiers: – Type: issn-print Value: 10510834 Numbering: – Type: volume Value: 108 – Type: issue Value: 3 Titles: – TitleFull: Journal of Applied Communications Type: main |
| ResultId | 1 |
