Influence of Communication Factors on Adoption of Contagious Bovine Pleuropneumonia Vaccine among Arid and Semi-Arid Lands Pastoralists in Kenya

Abstract

This study sought to investigate the influence of communication factors on adoption of contagious bovine pleuropneumonia (CBPP) vaccine among Arid and Semi Arid Lands (ASAL) pastoralists in Kenya. The disease has a devastating effect on the livelihoods of 24 million people across 19 African countries who rely solely on livestock. It is estimated that the costs due to sickness and mortality from CBPP in Africa is US$41 million, of which US$6.4 million is attributed to Kenya. CBPP in Africa and Kenya is considered urgent because it threatens the establishment of disease free zones, envisaged in the economic pillar of the country’s development blue print Vision 2030 (GoK, 2012) and livelihoods of people affected by it. CBPP is a highly contagious disease of cattle lung which spreads through direct contact with cough droplets facilitated by crowding of animals. Currently, it is controlled by restriction of infected herds and use of vaccines, although uptake by smallholder livestock farmers is estimated at 20- 60 %. CBPP is a notifiable disease, and infected countries are excluded from international trade of live animals. The focus on mass communication was informed by the slow pace of adoption of a vaccine being used, T144 to eradicate CBPP in Kenya. Elements of communication under investigation were independent variables; channels, participants, messages, perceived characteristics of CBPP vaccine and moderating demographic factors. The study was grounded on diffusion of innovation and social learning theories, but other relevant studies that had empirical evidence on communications factors influencing adoption of innovations were used. The study was conducted in Loita and Mara divisions in Narok South Sub County, because of the inherent prevalence of CBPP since independence. Descriptive research designed enabled data collection using mixed method research approach, for the broad purposes of breadth and depth of understanding and corroboration. Multi stage sampling techniques were used to select respondents who participated in the inquiry. A total sample of 468 respondents was studied where 440 participated in quantitative and in 28 qualitative surveys. Data was collected through a survey, focus group discussions and key information interviews and analyzed using Statistical Package for Social Scientists (SPSS) version 20.0. The study established that communication factors play complementary roles to enable CBPP vaccine adoption but some events contribute to non-adoption and disregard for expert advice to vaccinate annually. Some communication factors exercised influence but with differentiation in the degreewhile others did not. It was also apparent that literacy and income did not have an effect on adoption the vaccine while gender had a significant effect. An adoption graph following flow of CBPP information was also established. The study made recommendations for CBPP communications, and suggested areas of further research. Key words: Influence, communication, adoption, innovation,