Farmers’ reaction upon receiving economic information in controlling somatic cell count

Adoption and implementation of efficient somatic cell count (SCC) control practices is an action of behavioral change, which is notoriously difficult to achieve and sustain, even when substantial production and economic gains are to be expected. In the current study, it was tested whether farmers are aware of these potential gains and whether providing farmers additional information on projected economic losses on a regular basis may motivate them to implement enhanced control practices. In-depth interviews revealed that the majority of the dairy farmers perceived cow-specific and herd-specific projected losses, due to elevated SCC levels, as not very relevant to them. Farmers posed that SCC was already monitored regularly at cow-level and provided them adequate information to support decision making. Actions were rationalized in a specific context comprising the intertwined notions of intentions and efficacy believes. Understanding of these notions is essential when advising farmers, being either veterinarians or others providing agricultural extension, to support farmers implementing enhanced management decisions.