Role of end-user behaviour on the adoption decision of an innovation: the case of preventive solutions to control bovine mastitis disease in dairy enterprise

Abstract

Adopting innovation is a crucial decision to increase output, productivity and reduce loss. Previous studies have suggested that technology attributes and socio-demographic factors influence the adoption of any innovation. This necessitates understanding the user behaviour in the adoption decisions. The present study focusses on behavioural intentions of the users (dairy farmers) regarding preventive solutions to control bovine mastitis in their dairying enterprise in Kallakurchi district of Tamil Nadu, India. The technology acceptance model (TAM) was employed in this study. Data were collected through a pre-tested interview schedule among 60 farmers during 2022 and analysed using descriptive and multilinear regression methods. The results revealed that farmers’ behavioural factors, like subjective norms played a significant role in adoption decisions for preventive solutions. The results imply that policy decisions on any technology generation and transfer programmes need to address the behavioural pattern of users.