Venomous snakebites: Exploring social barriers and opportunities for the adoption of prevention measures

Negative interactions between humans and venomous snakes are increasing, with the World Health Organization committed to halving snakebite deaths and disabilities by 2030. Evidence‐based strategies are thus urgently required to reduce snakebite events in high‐risk areas, while promoting snake conservation. Understanding the factors that drive the adoption of snakebite prevention measures is critical for the effective implementation of snakebite management strategies. We conducted in‐person questionnaires (n = 535 respondents) with rural agricultural communities within the Thiruvarur District of Tamil Nadu, India, a national snakebite hotspot. Using a health belief model framework, we explored current snakebite prevention measures and factors impacting their adoption. The majority of respondents reported using multiple snakebite prevention measures. Perceived self‐efficacy and perceived risk frequency of snakebites were important overall predictors of future adoption, whereas education, gender, relative wealth, and current adoption were important for specific measures. Achieving international commitments to support human–snake coexistence will require collective and collaborative action (e.g., governments, donor agencies, civil society organizations, researchers, and communities) underpinned by behavioural insights and context‐specific solutions.