Perception of the Sustainable Cattle Ranching Concept Among Producers, Extension Specialists, and Chief Officers in Oaxaca, Mexico

The sustainability concept has acquired a variety of meanings according to different currents of thought and the context in which it is used. The aim of this research was to characterize the perception of cattle producers, extension specialists, and chief officers regarding sustainable cattle ranching (SCR) in an area where tropical cattle ranching is practiced. A survey was carried out among cattle producers using stratified random sampling and among extension specialists and chief officers chosen using the snowball technique. The perception of SCR was determined under two contexts: (1) the idea or interpretation and (2) the assessment (positive or negative). The idea that producers have about SCR is centered on healthy and adequate food, higher production, and better marketing of livestock. The perception of extension specialists and officials is based on greater business vision and environmental conservation. Producers oriented their perception towards the economic (48.4%) and environmental (21.3%) dimensions, similar to extension specialists (52.2% and 47.8%, respectively), while chief officers related it more exclusively to the environmental dimension (71.4%). It is concluded that the overall perception of SCR is positive, but its conceptualization is differentiated according to the role the individuals play in the activity, their academic training, and their expectations.