Producers have a positive attitude toward improving lamb survival rates but may be influenced by enterprise factors and perceptions of control

The current high rates of lamb mortality pose both economic and social risks for the Australian sheep industry. Research has shown that certain practices, such as the provision of shelter, focus-feeding and selection for temperament, can reduce lamb mortality rates by up to 50% but adoption of these strategies by producers has been low. This study used the Theory of Planned Behaviour as a framework to explore producers' beliefs, attitudes, social norms and perceptions of control about lamb mortality and the strategies designed to improve lamb survival rates. We found that, although producers expressed positive beliefs and attitudes towards improving lamb survival rates, they had mixed beliefs and attitudes towards individual improvement strategies. Social norms and perceptions of control appeared to play an important role in determining behaviour. Enterprise factors, such as goals and the primacy of sheep, appeared influence producers' attitudes towards lamb survival and the strategies designed to improve it.