Explaining Cattle Farmers Behavior in Selling Productive Cows: Cases of Bali Beef Cattle in South Sulawesi, Indonesia
Palmarudi Mappigau, Siti Nurani Sirajuddin, Kasmiyati Kasim, Veronika Lestari, Dan Sitti Rohani
Department of Social Economic, Animal Husbandry Faculty, Hasanuddin University, Indonesia
*Corresponding author: Palmarudi Mappigau, Department of Social Economic, Animal Husbandry Faculty, Hasanuddin University, Indonesia. Tel: +62-411586200; Email: rudipal@yahoo.com
Received
Date: 15 September, 2018; Accepted Date: 16 November, 2018; Published Date: 27 November, 2018
Citation:
Mappigau P, Sirajuddin SN, Kasim K, Lestari V, Rohani DS (2018) Explaining
Cattle Farmers Behavior in Selling Productive Cows: Cases of Bali Beef Cattle
in South Sulawesi, Indonesia. Arch Bus Adm Manag: ABAM-118. DOI: 10.29011/ABAM-118.100018
1. Abstract
Productive cows are important asset for cattle farmers in running and expanding their beef cattle farming, but fact in Indonesia, the asset is sold by cattle farmers. Therefore, this research aims are to explain why cattle farmers have behaved to sell their cows productive. The research used quantitative approach through questionnaires survey method. A total of 197 cattle farmers used as a sample, and the data were analyzed descriptively. The results of this study indicate that cattle farmers have a great opportunity to behave in the sale of their productive cows. This because although farmers believe the consequences sell the productive cows and avoid sales (attitude), but the there is no social pressure that forces cattle farmers not sell productive cows (subjective norm) and farmers are very easy to sell productive cows (control perceived behavior). The implications of the application TPB theory in the field of animal husbandry as well as into information for practitioners in formulating policies to prevent the depletion of the cow’s population in Indonesia
2.
Keywords: Beef Cattle
Farming; Behavior; Cattle Farmers; Cows Population; Productive Cows
1. Introduction
Indonesia
is a mid-sized producer beef cattle ranked 27th in the world, but the largest
in Southeast Asia with 13-16 million beef cattle in 2013 [1]. The beef cattle
industry makes an important contribution to the country. As well as providing a
source of meat protein to consumers, it provides employment and income for
millions of rural families and investment opportunities for private companies,
both of which are important for Indonesia’s regional development. Through its
demand for inputs and through the sale of cattle along the beef value chain, it
also provides a stimulus to many other sectors of economic activity [2].
Increasing per capita incomes, strong population growth and the change in
consumption pattern were driving a rapid increase in beef consumption. The
increasing of beef consumption is not compensated with the increasing of beef
production and its lead to increased gap between low production and high beef
consumption. The impact an increasing trend of domestic beef price even though
its international price tends to decrease. Main reason of the gap is decreasing
number of cows due to the increase of productive cows slaughtered every year.
Number of cows slaughtered had reached on average of 72% from total
slaughtered, where more than 90% were productive cows [3-5]. Diwyanto (2011)
[6] reported that nationally is estimated at about 150-200 thousand productive
cows spent annually. Meanwhile, in South Sulawesi as one area of Bali cattle
production center in Indonesia, the percentage of reduced cow population (i.e
sloughtering, dispensing, and dead) is reached 13.29% while the percentage of
increased (i.e. importation, birth from IB or natural mating) only reached 7,
42% or in other words rate decline of cow population per year is 4.59% [7].
Until now, various policies have been taken by the government to rescue
productive cows, both macro (policy prohibition and restrictions slaughtered on
the productive cows) and micro (policy grants incentives to farmers not sell
their productive cows). However, both slaughtered as well traded of productive
cows is still ongoing [8,7]. Still very little research on the dewatering and
depletion of population of productive cows, and many research focused on cause
of the slaughtered productive cows by buchers in the slaughter-houses
(abattoir), ignoring the role of farmers as the main actors of upstream
activities of the slaughter productive cows. Consequently, the study also did
not can reveal the cause depletion of productive cows by traded inter-island
and sold in the local cattle market [7,8]. Herath [9] noted that sales of
productive cows are depends on the behavior of farmers. Therefore, an
understanding of the behavior of farmers is essential to know the reason why
farmer’s sales their asset (productive cows). All this time, the behavior of
farmers in selling their productive cows are still not understood [10]. In
recent years, the study of the behavior of farmers have a lot of get the
attention of the researchers. Therefore, the purpose of this study is to fill previous
research by explaining why farmers behave to sell their productive cows in
Indonesia
1.1. Theoretical Framework
Cattle
farmers’ behavior in selling productive cows can be approached with the Theory
of Planned Behavior (TPB). TPB assumes that an individual's behavior is
influenced by three determinants: 1) beliefs about the likely outcomes of
behavior (attitude toward behavior), 2) beliefs about societal norms
(subjective norms); and 3) beliefs about an individual's control over the
outcomes of a behavior (perceived behavioral control). In the aggregate, these
beliefs influence an individual's intention to adopt that behavior. Based on
that perspective, then the belief the behavior (behavior belief) gives rise to
a positive attitude (favorable) or negative (unfavorable), against certain
behavior, normative beliefs (nornative belief) resulted in the formation of the
perception of the existence of pressure (pressure) to do social action or
subjective norms (subjective norm), and a control belief raises a perception of
control over behavior (perceived behavior control). The combination of the
attitude toward the behavior, subjective norm, and the perception of control
over behavior (perceived behavior control), resulting in the formation of
intensi behavior (behavioral intention). As a general rule that a favorable
attitude accompanied by subjective norms (subjective norm) and by the presence
of perceived control are adequate, then it will cause strong intensi
(intention) to behave.With a sufficient degree of actual control of a behavior,
then the individual will express intensi (intention), if the opportunity
arises. However, because a lot of behavior is difficult to do because of the
lack of internal and environmental advocates, and with my limited willpower, it
is necessary to consider the presence of the perception of control over
behavior (perceived behavior control) as a can spur the incidence of intensi
(intention). Further that the perception of control over behavior (perceived
behavior control) controller can be as actual control (the actual control), and
provide predictions against behavior.
Recently,
existing literature on cattle farmers’ behavior are being incorporated into
breeding cattle. The cattle farmers’ behavior is controlled /triggered by many
factors, which can be classified consist of internal factors and externally.
The internal factors or characteristics of individuals including skills,
ability, information, etc. While external factors including the situation and
factors environment. Clark and Marshall, 2002 argued that the cattle farmer’s
behavior is determined by the relationship between expectations about the
future, and the calculation of the risks and rewards. According to Armand and
Syahibuddin, several factors affecting farmers in decision on beef cattle
production, including the biophysical factors such as climate, soil biological
and social factors while economy such as capital, skills and knowledge of
farmers, marketing, institutional and government policies. Chilonda and Van
Huylenbroeck, grouping the factors that influence the behavior of cattle
farmers in a decision of beef cattle production into variables relating to the
characteristics of farmers and livestock business, economic, institutional, and
biophysical factors. Factors associated with the farmer characteristics is the
goal of raising livestock, farm knowledge, attitude to risks, experience and
education. Factors associated with characteristics of the cattle business is:
market orientation, production systems, availability resources (capital, labor,
and feed), income from livestock and other farm, spacious and land tenure, the
number of cattle ownership scale, age and sex structure of livestock, Factors
associated with the economy is the existence of input and output markets, the
level of input and output prices, and relationships demand and supply. Factors
associated with an institutional government policy, availability of physical
infrastructure, market infrastructure, group farmer, sources of financing,
resources and extension services, and fees transaction. Factors associated with
the biophysical are outbreaks of livestock disease, availability of water, the
fourth addition to these factors. Added by Squires, Jones [11] and Pike [12]
that the behavior and decision of farmers are also triggered by characteristic
of household (family size) and social and cultural factors (social capital,
cultural values in cattle). Result of previous study, Kusna [13] found that
cattle farmers in the District Majelengka in dealing with business risk, they
tend to refuse or are reluctant to risk business, and the factors that
influence such behavior is age, land, area, education, experience, status of
livestock ownership, and family characteristics. Murhadi [14], found that the
farmers behavior in raising beef cattle in the District Temanggung,Temang- is
semi-modern. Breeders more trust one source to obtain knowledge to change their
behavior in maintaining beef cattle, ie broker, orderlies animals, friends or
acquaintances. Meanwhile, Elly and Salendu [15], examined the behavior of
farmers in the production of beef cattle in Minahasa Regency, found that the
behavior of producing beef influenced by the price of cattle, the amount of
grass consumed, the amount of waste corn and number of family members, labor
allocation behavior is influenced by wage labor, the outpouring of employment
as farm workers and facilities costs; and household expenditure behavior is
influenced by the number of family members, formal education and total
household income for the cattle business. Then, Tomatala [16] examined the
behavior of farmers in developing beef cattle production in west Java, found an
association between use of communications media with the behavior of livestock
farmers. Roessali [17] examining the factors that influence the behavior of
farmers on the program development of beef cattle in Central Java, found that
most 63.78% of farmers have a low response to the development of beef cattle,
and amounting to 86.2% of farmers behave neutral to the risk of raising cattle.
Roessali, et al (2011) [18] examined the factors that motivate farmers in the
beef cattle production development decisions in Central Java, found that the
number of family labor and hopes to improve income has a positive effect on farmer's
decision increase the scale of their beef cattle business. In contrast, the
level of education and business risk has a negative effect on farmer's decision
increase the scale of their beef cattle production.
2. Methodology
This
research was carried out in Gowa Regency Barru as the local beef cattle
production Center (Bali Cattle) in South Sulawesi. The districts choised as a
location based on the consideration that the districts have trend decline in
the population of cows, and occurred genetic degradation and reproduction due
to cows good quality are not left for breeding [7,19]. The methods used in this
research is qualitative research done through the methods of the questioner’s
survey. Given the size of the population of cattle farmers is not known with
certainty and presence geographically dispersed, the sampling technique,
therefore, its used was multi-stage cluster sampling technique. From each
regency choiced three districts based on the highest density of cattle. From
each district, the two villages are choised, so that in total there are 12
villages as a study area with the number of cattle farmers as much as 2.803
person. To determine the minimum sample size to be taken from the population,
its used the formula Slovin [20], where the level of looseness 1%, then it
obtained a sample of at least 197 farmers. The data was collected between July
and September 2016 through direct observation and interviews with cattle farmer
respondents using a questionnaire tools. To measure behavior (TPB), the cattle
farmer respondents were asked to respond to as many as 11 item statement
concerning components of the TPB i.e. attitude toward the behavior, subjective
norm, and perceived behavioral control on a 5- point scale from 1 (not strongly
agree) to 5 (strongly agree). While the intentions asummed reflect actual
behavior of cattle farming, i.e. decision to sell or not their productive cows.
To that end, a questionnaire was tested with using a reliability test (test of
reliability) to test the sincerity of answers respondents. The data analyzed
statistically by applying computer software with SPSS 16.0. The result of
descriptive analysis presented with the average and standard deviation for
interval or ratio scale data, and for large-scale data presented ordinal
percentage of the response level of agreement to help assess the interpretation
of data.
3. Result
and Discussion
Some
of the concepts or variables of the study is not perfectly measured by single
items, so the reliability analysis needs to be done to ensure that the
measurement concept or variable is adequate or realibel. It is generally used
to measure reability is internal consistency. A widely used measure of the
internal consistency is Cronbach's alpha.The calculation result against 16
items with SPSS indicates that the value of the alpha of Cronbach's behavior in
the sale of productive cows is 67%. The result of descriptive analysis for
component of cattle farmer behavior in selling productive cows presented in
(Table 1).
From
(Table 1), on the attitude aspect, the majority of the cattle farmer
respondents 94.47% agree that keeping cows is essential for sustainability of
their beef cattle farming business, but an average of 66.84 % of them were
categorized as a type of cattle farmers who avoid selling productive cows,
because according to them "although beneficial for me, I feel guilty if
selling cows that are still productive (61,31 %), and they do not justify, if
cattle farmers sell productive cows, arguing the need for money, hard feed and
labor (72.36%). This result illustrate that most cattle farmers respondent
perceived negative on sell of productive cows because they know the
consequences of selling productive cows for the sustainability of their beef
cattle farming business. While on the subjective norms aspects, cattle farmers
respondent does not require consent of the person whose views are important for
them to sell productive cows, As its indicated only 44.72% of them who agree to
"a statement that the decision to sell productive cows need support and
encouragement from people who be a role model and even they do not require the
approval of family as shown only 53.77% who agrees that the their encouraged
and supported them to sell productive cows, and most of them felt that whether
or not they sell productive cows will be completely up to their own as shown
that as many as 60.8% approve if selling productive cows depends on the
individual cattle farmers decision. These findings provide an indication that
the perception of cattle farmers on social pressures leave a great opportunity
for them to behave in the sale of productive cows. According to Ajzen and
Fishbein [21] a subjective norm pressure to perform or not perform a specific
behavior. Furthermore, of the control aspects of planned behavior appears that
cattle farmer respondents no barriers to sell productive cows, which indicated
as much as 70.85% of the cattle farmers respondents were able to sell their
productive cows whenever they want it. These findings indicate that farmers
have a great opportunity to behave in the sale of productive cows, because of
their perceived-on ease selling productive cows. The factors that motivate them
to sell productive cows is due low income (76.88%) and already have prior experience
in selling cows (77.39%). It is probable that lack of financial resources would
motivated cattle farmer to sell their productive cows. According to Ajzen and
Madden [22] the perceived behavioral control refers to people’s perception of
the ease or difficulty of performing the behavior of interest, and the factors
that influence the control over the intended behavior are: resources, such as
financial resources; and opportunities, like market opportunity. Meijer, et al.
[23] noted that the perceptions farmers have about an sell of farming
production asset are very closely related to the knowledge they have about it.
Whereas knowledge refers to factual information and understanding of how the
farming production asset works and what it can achieve, perceptions relate to
the views farmers hold about it based on their felt needs and prior
experiences; and these do not necessarily align with reality
4. Conclusion
Based
on the analysis of components of behavior, it can be concluded: Farmers have a
great opportunity to behave in selling productive cows. This is because of the
attitude aspect, although farmers know negative consequences of the sale of the
sale of productive cows, but from aspects of subjective norms, lack of social
pressure that forces them to not sell productive cows and aspects of perceived
behavioral control is very easy to sell productive cows. The findings of this
research will contribute to the existing body of knowledge by providing a
better understanding of cattle farmers behavior in selling their productive
cows. For policy makers, if the policy makers in Indonesia aim to rescue
productive cows, they have to design policy and programs that emphasize the
role of media and community leaders to change behavior of the cattle farming in
selling their productive cows. For the cattle farmer, they have to increase
scale of beef cattle farming business, moving from small scale to larger scale
production. This research has limitations that only analyze components the
behavior of cattle farmers. Therefore, further research could examine the
factors that trigger motivation and inhibiting effect on the change behavior of
cattle farmers to sales productive cows.
Averages |
SD |
% Agree |
|
Keep the
productive cows is important for sustainability of my beef cattle farming
business |
5.1 |
0.44 |
94.47 |
Although
profitable for me, I feel guilty if selling cows that are still productive
and could still go forth |
4.28 |
0.89 |
61.31 |
If there are
cattle farmers sell productive cows by reason of the need for money, hard
labor and feed, it can be justified |
4.5 |
1.07 |
72.36 |
I believe the
people who make my role model approved my decision to sell productive cows |
3.77 |
0.94 |
44.72 |
Do I sell
productive cows or not, it all depends on me |
4.22 |
1.19 |
60.8 |
My family
encouraged and supported my decision to sell productive cows |
3.87 |
1.07 |
53.77 |
My motivation to
sell productive cows, based on the presence or absence of
support/encouragement my family |
3.95 |
1.26 |
52.76 |
For me, the
prohibition to sell productive cows is not possible |
4.14 |
1 |
64,82 |
It's hard for me
not to sell productive cows if my income is low |
4.52 |
1.32 |
76,88 |
My experience
will make it easier for me to sell productive cows |
3.84 |
0.78 |
77.39 |
If I want to, I
can sell productive cows any time |
4.5 |
0.82 |
70,85 |
Sumber: Olahan
data primer, 2012 |
Table 1:
Component of Cattle farmer Behavior in Selling Productive cows.
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