Use of human behaviour change models to investigate horse owner intention to adopt emergency colic recommendations.
Authors: Lightfoot Katie L, Frost Ellie, Burford John H, England Gary C W, Freeman Sarah L
Journal: Equine veterinary journal
Summary
# Editorial Summary: Understanding Horse Owner Behaviour in Colic Emergency Planning A team of researchers from the University of Nottingham used established behavioural psychology frameworks—specifically the Trans-Theoretical Model and Theory of Planned Behaviour—to identify what drives horse owners to create emergency colic plans. Their online survey of 701 owners revealed a striking polarisation: respondents either had no intention to adopt recommendations or were already implementing them, with little middle ground. Whilst 68% of owners agreed that emergency plans would improve welfare and 78% recognised the benefits for decision-making, the multivariable analysis highlighted specific levers for behaviour change: belief in the value of planning increased odds of adopting preventive measures (OR 2.33) and personal preparation (OR 1.61), whilst awareness of the REACT campaign more than doubled likelihood of preventive adoption (OR 2.36). Veterinary professionals emerged as the most trusted source of influence on owner intentions, positioning them as critical conduits for future colic education initiatives. These findings suggest that targeted messaging emphasising tangible welfare benefits and control over outcomes, delivered by veterinarians, may be more effective at shifting owner behaviour than generic awareness campaigns alone.
Read the full abstract on PubMed
Practical Takeaways
- •Veterinary professionals are perceived as the most influential source for colic emergency planning decisions—leverage this position in client education and recommendations
- •Focus messaging on welfare benefits and improved decision-making during emergencies, as these beliefs strongly predict owner adoption of preventive and preparation strategies
- •Awareness campaigns like REACT effectively increase uptake of preventive colic recommendations; consider promoting established campaigns or developing similar targeted awareness strategies
Key Findings
- •68% of horse owners agreed emergency colic plans would improve their horse's welfare, and 78% believed plans would aid decision-making
- •Owners who believed emergency plans were worth creating were 2.33 times more likely to adopt preventive recommendations and 1.61 times more likely to adopt personal preparation recommendations
- •REACT campaign awareness was associated with 2.36 times higher likelihood of adopting preventive recommendations
- •Most respondents fell into two distinct categories: no intention to adopt recommendations or already implementing emergency planning, with majority unwilling or believing their current approach was sufficient