Dissertation/Thesis Abstract

Hey USDA, Where's My Cow? Factors Influencing U.S. Cattle Producer Participation in a Mandatory Traceability System
by Holland, Brenda J., Ph.D., Capella University, 2015, 154; 3718633
Abstract (Summary)

There was low participation (40%) by cattle producers in the United States’ voluntary traceability system known as the National Animal Identification System (NAIS). A mandatory traceability system was implemented by the United States Department of Agriculture on March 11, 2013. Any cattle that are moved between states must be identified. Participation in the new system needs to be at least 70% to be considered successful. Beef cattle producers may have privacy and trust issues that would be factors affecting participation in a traceability system. Surveys were sent to 2,000 subscribers of BEEF Magazine. Out of the 361 responses, there were 196 usable surveys. Drawing upon the theories of economics and compliance, research was conducted to determine if participation rates in a traceability system were affected by the entity that managed the system, either Government, Private Industry, or Private Non-Industry entity; the data that the system gathered, i.e., marketing claims; and the incentives received from the traceability system. The current research indicated that participation rates will increase if a private industry maintains the data. Antibiotic-free was the marketing claim of the data that the system gathered that influenced participation, and participation decreased with this marketing claim. Lastly the incentives or benefits received from the traceability will positively affect participation rates. Any government entity or organization wishing to implement a traceability system, could use these findings to increase participation in their traceability system.

Indexing (document details)
Advisor: Brugger, S Terry
Commitee: Terry, Linda J., Walsh, Vicky
School: Capella University
Department: School of Business and Technology
School Location: United States -- Minnesota
Source: DAI-B 76/12(E), Dissertation Abstracts International
Subjects: Food Science, Information Technology
Keywords: Animal disease traceability, Compliance, Privacy, Security, Traceability systems
Publication Number: 3718633
ISBN: 978-1-321-98537-5
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