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Explaining Cattle Farmers Behavior in Selling Productive Cows: Cases of Bali Beef Cattle in South Sulawesi, Indonesia

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