What Determines Pig Farmers’ Epidemic Coping Behaviors: A Qualitative Analysis of Endemically Infected Areas in Relation to African Swine Fever

An animal epidemic is a big threat for economic development that may seriously disturb the breeding industry and people’s normal life. The most effective approach so far for epidemic control is biosecurity, zoning, culling animals exposed, and other relevant measures, which highly demands the cooperation of farmers in epidemic areas. However, an uncooperative phenomenon among individual farmers facing an epidemic has been recorded for a long time and includes unwilling to report the epidemic and selling infected pork. It is important to unravel the determinants of farmers’ coping behaviors during an animal epidemic outbreak and use corresponding strategies to reduce farmers’ inappropriate behaviors. Taking African Swine Fever (ASF) crisis as an example, this study aimed to reveal the determinants and underlying mechanism of pig farmers’ coping behaviors. We adopted qualitative interviews with 45 pig farmers across four endemically infected areas in Hunan provinces, and the data collected were subjected to a grounded theory analysis. Our results showed that emergency response, information sources, and information channels jointly affected pig farmers’ epidemic risk perception and their perception of coping behaviors. Meanwhile, both the characteristics of the government and pig farmers moderated this affect. Consequently, by processing information through either a heuristic or an analytical path, pig farmers’ behavioral intention was transformed into actual coping behaviors. Our study emphasizes the value of sufficient risk communication, proper compensation policies, and strong public trust in the government for improving the farmers’ participation in the epidemic response. Theoretical and practical implications to animal epidemic prevention and control are provided.