The Diffusion of Innovations in Agricultural Circles: An Explorative Study on Alternative Antimicrobial Agents. Issue 1 (February 2019)

• Record Type: Journal Article
• Authors: Dan, Viorela; Osterheider, Angela; Raupp, Juliana
• Is Part Of: Science communication. Volume 41:Issue 1(2019)
• Page Start: 3
• Page End: 37
• Publication Date: 2019-02
• Subjects: diffusion of health knowledge -- agriculture -- health communication -- trust -- social diffusion of innovations -- antimicrobial resistance -- animal husbandry; Social sciences -- Periodicals; Knowledge, Sociology of -- Periodicals; Communication in science -- Periodicals; Communication of technical information -- Periodicals; Communication in medicine -- Periodicals; Information scientifique -- Périodiques; Information technique -- Périodiques; Communication en sciences sociales -- Périodiques; Communication en médecine -- Périodiques; 300.14
• DOI: 10.1177/1075547018819159
• Languages: English
• ISSNs: 1075-5470

Abstract

The use of antibiotics in agriculture contributes to antimicrobial resistance. We surveyed German farmers ( n = 336) on their intention to adopt alternative antimicrobial agents (AAA) and used the diffusion of innovations approach as a theoretical guide. (1) Farmers' views regarding the relative advantage and complexity of AAA, (2) their use of and trust in information sources and channels, and (3) various individual and organizational characteristics were entered as predictors in two explorative models. While farmers' intention to adopt AAA was generally very high, selected variables in all three categories predicted variations in the intensity of the adoption intention.