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The diffusion of innovations in agricultural circles: an explorative study on alternative antimicrobial agents

Agricultural Communications Documentation Center (ACDC)
Dan, Viorela (main author), Osterheider, Angela (author), Raupp, Juliana (author), Department of Communication Studies and Media Research, Ludwig Maximilian University of Munich, Oettingenstrße
Online journal article
Publication Date:
[place of publication not identified]: SAGE Publishing
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
animal health, communication analysis, diffusion of information, innovations, interpersonal communication, social communication, veterinary medicine, agriculture, health communication, health knowledge, trust, veterinarians, animal husbandry, antibiotics, Germany (Europe), antimicrobials
34 pages., via online journal, he 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.