Simultaneous evaluation of dairy farmers’ behaviour and intention to adopt technological devices

Abstract. Society’s awareness of livestock production conditions has increased interest in animal welfare (AW), prompting farmers to consider it in their strategies. However, the adoption of digital devices and sensors to ensure AW is still relatively low. The aim of this study was to assess simultaneously the stated behaviour and intention of dairy farmers towards adopting technological tools for AW. The extended Theory of Planned Behaviour (e-TPB) was selected as theoretical base. It is “extended” since new predictors are integrated in the standard framework of the TPB. The research questions were addressed using a partial least squares structural equation modelling. The findings suggest the existence of a gap between farmers’ intentions and behaviour. Perceived Behavioural Control plays a significant role in behaviour, indicating the predominant influence of self-confidence in farmers’ choices. Operating margin and technological specialization of the farms are significant predictors of farmers’ behavior.