Masters Theses

Date of Award

5-2025

Degree Type

Thesis

Degree Name

Master of Science

Major

Agricultural Leadership, Education and Communications

Major Professor

Taylor K. Ruth

Committee Members

Taylor K. Ruth, Blake C. Colclasure, Shelli D. Rampold, Katie Mason

Abstract

As of 2025, messenger RNA (mRNA) vaccines have not been approved for use in livestock. Despite this, the public has expressed concerns regarding the application of the vaccine in food-producing animals. In response to the public’s escalating apprehensions, the purpose of this thesis was to gain insight on producers’ and consumers’ perceptions and behaviors regarding the use of mRNA vaccines in beef cattle. A qualitative study was conducted using the Theory of Planned Behavior to examine seven (n = 7) East Tennessee direct-to-consumer beef producers’ behavioral intent to implement the vaccine on their operations in the future. In addition, a quantitative study was conducted through a national survey to evaluate beef consumers’ (n = 519) behavior. Respondents in the survey were grouped into four categories of publics using the Situational Theory of Publics and the Five Publics Model Based on Knowledge and Involvement. The interviews conducted with the beef producers revealed that their weak attitudes, perceived negative subjective norms, and lack of perceived behavioral control would likely lead to a low behavioral intent to implement the mRNA vaccine on their operations in the future. The participants’ weak attitudes were likely influenced by their low knowledge of the mRNA vaccine. The quantitative study revealed that respondents had an overall neutral stance in the areas of issue involvement, attitudes, risk perceptions, and purchasing intent related to the administration of mRNA vaccines in beef cattle. Additionally, knowledge of the novel vaccine technology was considerably low. Based on issue involvement and knowledge, respondents were grouped into four categories of publics: active, aware, aroused, and inactive. Based on the findings from both studies, a top priority for the animal agriculture industry should be educating consumers and producers about the mRNA vaccine technology and its current regulatory status to enhance their knowledge. This research provides preliminary information on an emerging issue; therefore, future research should further examine stakeholders’ perceptions of the mRNA vaccine in the livestock industry as more data emerges. To ensure the advancement of this disease-management tool, agriculture communicators will need to be proactive in their communication strategies.

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