Abstract
Livestock protection measures are necessary to protect livestock from wolf attacks but are highly controversial in the agricultural community. This qualitative study referred to the theory of planned behavior to explore the social elements that influence farmers' intention to use or reject livestock protection measures. Data were collected from 45 sheep farmers on 4 alpine pastures in the Alpine province of Bolzano, Italy, using semistructured interviews. Results show, first, a predominantly negative attitude toward livestock protection measures because of perceived technical constraints, excessive workload, and emotional stress. Second, family, friends, and other sheep farmers were the most important referent groups and could trigger social stress to support or hinder the use of protection measures. Third, perceived behavioral control was constrained by a lack of professional advice in the province regarding protection measures and a lack of funding for additional costs involved. Intentions to use these measures in the future were equally positive and negative, with the sheer inevitability of needing protection measures to allow continued grazing cited as the primary motivator. These findings underline the importance of considering social factors in management plans and conflict mitigation actions and serve as a basis for further, more detailed studies.