%0 Journal Article
%T The Diffusion of Innovations in Agricultural Circles: An Explorative Study on Alternative Antimicrobial Agents
%A Angela Osterheider
%A Juliana Raupp
%A Viorela Dan
%J Science Communication
%@ 1552-8545
%D 2019
%R 10.1177/1075547018819159
%X The 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
%K diffusion of health knowledge
%K agriculture
%K health communication
%K trust
%K social diffusion of innovations
%K antimicrobial resistance
%K animal husbandry
%U https://journals.sagepub.com/doi/full/10.1177/1075547018819159