'I want to be the sort of owner that he wants me to be': Rationales for biosecurity implementation among British horse owners.

The findings highlight several challenges that could be addressed to improve biosecurity implementation among horse owners. Efforts to encourage improved uptake of biosecurity measures should focus on communicating how reducing the risk of disease aligns with horse care. Further research on social norms in the horse industry is needed, in addition to identifying strategies to encourage a collective adoption of biosecurity measures.