Social referents provide information that aid in farmer decision making. Some social referents, such as veterinarians, have been well studied in the context of dairy farms, but others have not and the role of social referents may change across management practices. This study aimed to understand (1) who farmers consult when making management decisions across different animal care practices and (2) what characteristics of these social referents influence farmer decision making. Secondary thematic analysis was used on two qualitative datasets with dairy farmers from the lower Fraser Valley region of British Columbia, Canada. The two datasets included non-naturalistic data (i.e. interviews, participatory discussion groups) investigating two dairy farm management practices (calf care and transition period management). Analysis revealed four themes: (1) who farmers consult when making management decisions across practices and the role of these social referents, (2) personal and professional characteristics, and the diversity of opinions of social referents, (3) actions of social referents, and (4) the strength of the relationship between the social referent and farmer. Similarities were found across practices regarding the personal and professional characteristics of social referents, even though the role of these referents varied across contexts. Farmers valued diverse opinions and actions that social referents could provide, such as the provision of resources, recommendations, and interpretation of farm data. We recommend future research focused on strengthening the relationship between farmers and social referents.
Keywords: Advisor; Animal welfare; Extension; Standard operating procedures; Transition period management.
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