Project Lead
Challenges
Human behaviour is multifaceted and complex, with numerous individual, social and contextual factors underlying and driving what people do, when they do it and why. Critically, the application of social and human behavioural science methodologies to human behaviour change (HBC) is not well developed within animal welfare research. There is a lack of systematic and theory-driven research, and where interventions have been developed, there are deficiencies in their design, evaluation, and reporting.
Current efforts to influence human behaviour in relation to animal welfare largely rely on knowledge transfer and education activities, which have mixed success in encouraging the uptake of best practices. Such approaches do not fully address the complex psychological factors which are increasingly recognised to drive human behaviour. Further insights and methodologies are needed from the human behavioural and social sciences to effect further progress in understanding how HBC may benefit animal welfare best practice.
Questions
- What practical on-farm solutions can be developed to achieve improvements in farm animal welfare within environmentally sustainable farming systems in Scotland?
- What are practical and effective methods to influence human behaviour to improve animal welfare?
Solutions
We have selected specific case studies for their potential to address key welfare issues, encourage the uptake of better practices in animal welfare and address wider societal effects on welfare.
Management of painful procedures
Ruminant farmers routinely carry out management procedures such as tail docking, castration, and disbudding. Research indicates these procedures cause the animal pain. We are exploring why procedure usage persists and why mitigation approaches are not adopted.
Body Condition Scoring in the suckler beef herd
Excessive or inadequate body condition in suckler cows has effects on calving ease and fertility. Previous research identified that a high percentage of Scottish beef cows calve at the wrong condition. Farmers are failing to supplement thin cows and unnecessarily supplementing overweight ones. The uptake of accurate Body Condition Scoring remains low. We are investigating why beef suckler farmers do, or do not, adopt condition scoring, the differences between adopters and non-adopters, and the underlying reasons contributing to (a lack of) adoption. New interventions will look to encourage farmers to do condition scoring.
The effect of using Qualitative Behavioural Assessment on stockperson behaviour
We are exploring how the use of QBA affects field staff and farmers’ attitudes towards different species; leads to a self-reported change in motivation and efforts to improve animal welfare; can be made more effective through the development of collaboratively produced information materials.
An educational intervention, using human behavioural science to enhance pig stock-person knowledge of enrichment
We are designing an e-learning course to encourage behaviour change amongst stock people, vets, and agricultural students. This course aims to increase the use of pig enrichment, knowledge of new pig welfare codes and reduce the need to tail-dock to reduce tail-biting risk.
Farmer mental health and its interaction with animal welfare
Early detection of mental health issues in farmers might prevent deterioration in livestock care. We are interviewing farmers, inspectors, vets, advisors, haulage, and delivery drivers to identify and uncover potential indicators of mental health issues.
The framing of animal welfare in communication to stakeholders
We are investigating how animal welfare is currently communicated to stakeholders and assessing how common message frames influence stakeholders. We are designing a message-framing intervention to test the efficacy of specific welfare frames in influencing behaviour and advising on appropriate communication strategies.
Livestock-worrying and responsible dog ownership
Livestock-worrying and responsible dog ownership: We are finding ways to reduce conflict between landowners and dog walkers. We are co-developing guidance and communications to prevent livestock worrying.
Public demand for animal welfare
Research demonstrates consumers’ intention to buy animal-friendly food products rarely translates into actual purchases. This project is:
- Using real market data to estimate the actual demand for animal welfare in Scotland
- Assessing how the demand for animal welfare in Scotland varies across different animal welfare labels
- Investigating the market factors driving public demand for animal welfare
- Assessing how demand and its determining factors vary across different groups of the Scottish population, as well as over time
- Assessing how consumers in Scotland trade-off animal welfare with other food attributes
Project Partners
Progress
Management of painful procedures
Analysis of the secondary data uncovered the stakeholders' beliefs about painful procedure methods and non-steroidal anti-inflammatory (NSAIDs) use. Identifying the underpinnings of stakeholder's behaviours is instrumental in the development of our behaviour change model and will inform future directions in our participatory research.
Body Condition Scoring (BCS) in the suckler beef herd
Our mixed methods analyses revealed two key discursive collections: 1. Reframing body condition scoring by eye as optimal; 2. Co-constructing the meaning of good practice. The principal reasons for a lack of adoption of BCS by hand identified as 1. Not necessary (by eye as effective), 2. Limited penning, and 3. Lack of time. Positive attitudes towards BCS were also associated with social factors. At all stages of cattle husbandry, BCS was only ever done by eye and infrequently recorded. Identification of behaviours will inform future directions in our participatory research and behavioural change interventions.
The effect of using Qualitative Behavioural Assessment (QBA) on stockperson behaviour
A co-authored study revealed the participative nature of the QBA app leads to increased reflection on animal welfare, shifting the perspective of animals as sentient beings and improving positive welfare knowledge. Our inventory of participatory design tools has been created, informing our next participatory study.
An educational intervention, using human behavioural science to enhance pig stock-person knowledge of enrichment
Pre-micro-lessons survey data collected. Current data reveal participants have a minimal understanding of pig environmental enrichment/welfare codes, revealing a significant need to educate students. Data collection continues and we have made significant advances into the next stages of running the micro-learning course.
Farmer mental health and its interaction with animal welfare
Our literature review revealed a relative neglect in farming and mental health research. The lack of research suggests more attention to the current psychological models of mental health indicators and interventions is essential. Interviews with farmers should be completed by end of March 2023.
The framing of animal welfare in communication to stakeholders
A review of the welfare guidelines identified key frames: positive-negative valence and human-specific language. Current analysis using Linguistic Inquiry and Word Count (LIWC) software has revealed significantly more negative than positive frames. The framing analysis should be completed by the end of March 2023.
Livestock-worrying and responsible dog ownership
A conflict resolution approach has been designed, location identifed, and participants recruited. The workshop will take place at Elmwood College, Fife.
Public demand for animal welfare
The data on demand for meat, eggs, and dairy has been successfully extracted. The market data will be fully analysed before the end of March 2023, providing the model that will allow the calculation of price and income elasticities necessary for the following analyses.
Impact resulting from this research
Applying the findings of the investigation of the stakeholders' approach to managing painful procedures to the Theoretical Domains Framework (TDF, i.e., a behaviour change framework) identified seven domains as being relevant to changing behaviour. Identification of these internal/external factors is fundamental to future designs of behavioural change interventions. The data is also sufficiently robust that a manuscript is being prepared for publication. Having the micro-learning app fully developed we have had requests from government and industry for more information on its utility and application. We have also been approached by the programme leader for the Animal Life and Food Safety course at the University of Edinburgh, to integrate the micro-lessons into both the 1st and 2nd year programmes as well as the graduate entry programme. To date, the application is proving to be a valuable educational tool.
Management of Painful Procedures
Objectives: Identify influences to target for behaviour change.
The key barriers and drivers of the target behaviours have been identified. Each of the barriers and drivers have been mapped on to a behaviour change model to develop an effective behaviour change intervention. This study provides invaluable information to the development of a behaviour change interventions.
Body Condition Scoring (BCS)
Objectives: Examine differences between adopters and non-adopters of BCS by hand and underlying influences on behaviours.
The key barriers and drivers of BCS by hand have been identified and mapped onto a behaviour change model. Potential intervention functions have been identified and reviewed by an expert panel. This study provides invaluable information to the development of a behaviour change intervention and has led to two on-farm open days scheduled for Autumn.
Qualitative Behavioural Assessment & Stockperson behaviour
Objectives: Compile chapter on QBA & website materials.
A delay with stakeholders prevented collecting data as planned. The new objective to write the first two chapters of QBA handbook is ongoing and will be completed by end of March 2024. QBA materials for the positive animal welfare website have been created. This study shows continued interest in the use of QBA for practical/commercial farm assurance expressed by supply chains, e.g., FirstMilk and ARLA, such as a collaboration led by Aarhus University in Denmark to develop QBA for a dairy industry partner ARLA.
An Educational Intervention - Knowledge of Environmental Enrichment
Objectives: Assess the efficacy of e-learning course for enhancing understanding of pig enrichment and changing human behaviours.
Our e-learning course was run with animal welfare, agriculture, and vet students. There is clear evidence of gaps in pig enrichment knowledge. Although a relative lack of engagement with the post-course assessment phase, our data point to an overall improvement in knowledge post-intervention. The participants also report the e-learning course is easy to follow and is an effective learning tool. Further interest in developing the microlearning application has led to additional funding to develop courses on pig signals, handling, and tail-biting risk.
Farmer Mental health & Animal Welfare
Objectives: Develop recommendations for early interventions to prevent or minimise animal welfare issues.
A short report has been written and is under review. Some of the recommendations are: 1. The adoption of simple language in animal welfare policy documents and guidelines to improve understanding and to reduce anxiety, and 2. A third-party present during inspections to help reduce stress for all involved. A policy briefing outlining important issues around farmers mental health and animal welfare will help bridge a gap between academia and the real-world. Our work on mental health in the rural context also led to funded research by the Samaritans looking at lone and isolated workers in West Highlands and Skye.
The framing of Animal Welfare Communication
Objectives: Investigate how animal welfare is currently communicated to stakeholders.
A content/framing analysis of the companion pet welfare guidelines has been carried out. Overall, pet guidelines appear to adopt simple language/language devices that will successfully aid comprehension e.g., personally relatable material. Our framing/communication style findings will contribute to academic knowledge, inform the next phase in the research, and inform future writing of animal welfare guidelines.
Livestock-Worrying
Objectives: Guidance and recommendations to prevent livestock-worrying co-constructed with stakeholders.
A policy brief has been co-constructed. Some recommendations are: 1. The Scottish Outdoor Access Code and case law should be reviewed to resolve ambiguity in some of the wording and 2. Guidance for access to farmland with livestock should more closely align with land with crops and golf course access. A policy brief and spotlight will be disseminated through SRUC communications. We hope this will lead to further discussions around ways to resolve the current livestock worrying problem.
Public Demand for Animal Welfare
Objectives: Estimate the actual demand for animal welfare in Scotland & assess how demand varies across different animal welfare-related labels.
The Almost Ideal Demand System has been used to determine the price and income elasticities (i.e., the sensitivity of product purchases to change in their retail prices and household expenditure) for meat, eggs, and dairy products. A report of the findings will be completed by the end of March, 2024. This research provides important insight into actual consumer behaviours, informs policy and the farming/food industry.
Related Projects
Our aim is to provide an evidence base for advice to farmers on the best approaches to improve the welfare of their animals. Guided by Scottish Government (RESAS) priorities, our work covers two specific areas, covering 4 species of commercial importance:
- The management of feeding in pregnant breeding animals (sows and beef cattle) to optimise the health, welfare and production of...
- Animal Welfare
- 2016-2022
To improve assessment of animal welfare in order to be able to characterise where animals are experiencing a net positive Quality of Life: Welfare of farmed livestock is an important ethical concern. Policy interest in the concept of 'positive welfare’ underlies our work. For this we aim to develop innovative welfare assessment techniques that improve our assessment of...
- Animal Welfare
- Livestock Improvement
- Improving Agricultural Practice
- 2016-2022