Exploring farmers’ decisions to engage in grass measurement on dairy farms in Ireland

ABSTRACT

Purpose

Employing a theoretical model of human behaviour (COM-B), the current study explores the factors influencing farmers’ engagement with grass measurement on Irish dairy farms.

Methodology

The current study employed a qualitative research design. One-to-one semi-structured interviews were carried out with 21 dairy farmers.

Findings

Factors inhibiting farmers from engaging in grass measurement included a high perceived task effort, a lack of skill and self-efficacy to carry out the task, uncertainty over personal value of engagement, a lack of tangible support, and a confidence in, and preference for, existing intuition-based decision-making.

Practical implications

Recommendations for communication, extension, education and technology development are offered to tackle the ‘high task effort’ associated with grass measurement by farmers and to support skill development and self-efficacy of dairy farmers.

Theoretical implications

The study proves value in moving from behavioural frameworks which focus solely on individual constructs as ‘barriers to adoption’ towards using frameworks which also account for the important role of factors external to the individual such as their social and physical surroundings.

Value

A comprehensive theoretical framework is offered for understanding dairy farmers’ engagement with grass measurement along with evidence-based suggestions for communication, extension, education and technology development.

KEYWORDS:

• Attitudes
• behaviour
• dairy farmers
• grass measurement
• motivation
• pasture

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1 https://pasturebase.teagasc.ie/V2/login.aspx

Additional information

Notes on contributors

Áine Regan

Áine Regan works as a Research Officer (Behavioural & Social Science) with Teagasc, the Agriculture and Food Development Authority of Ireland. She uses social science methodologies, behaviour change models, and science and risk governance frameworks to develop evidence-based and societally acceptable strategies for supporting innovation in food and agriculture. Áine has a Masters in Health Psychology and a PhD specialising in the perception and communication of food-related risks.

John Douglas

John Douglas is a Grassland Specialist on the Grass10 campaign with Teagasc, the Agriculture and Food Development Authority of Ireland. He packages the latest grassland research and farm data into important messages which are communicated to farmers through a number of different channels. These frequent and timely communications are imperative for farmers to achieve excellence in grassland management. John has a MSc in Food Business Strategy from UCD Smurfit School of Business and BAgrSc in Animal Science.

John Maher

John Maher is a Specialist with Teagasc, the Agriculture and Food Development Authority of Ireland. He is Manager of Grass10, a four-year national campaign with the aim of increasing grass utilised on Irish livestock farms in order to improve profitability at farm level. John has a Masters in Agricultural Science.

Tom O’Dwyer

Tom O’Dwyer has recently been appointed to lead a new programme within Teagasc, focussing on leading climate action by Irish farmers. Previously he held the role of Head of Dairy Knowledge Transfer and was responsible for the leadership, development, delivery and evaluation of the annual Teagasc Dairy Advisory programme. He is highly experienced in knowledge transfer, facilitation, working with demonstration farms and leadership of development programmes.