Scientific Trust During Avian Influenza: Lessons in Crisis Communication and Credibility

Disease outbreaks continue to have a significant impact on public health, and recent decades have seen a rise in infectious diseases, most of which are zoonotic. In 2024 and 2025, there was an increase in reported cases of Avian Influenza (H5N1) in the United States, which led to the suspension of poultry activities in Georgia. Proactive measures are critical to ensure biosecurity and improve behavioral outcomes during these times. This study examines the role of science communication in shaping behaviors during disease outbreaks using the Health Belief Model (HBM) to predict trust in science and the United States (U.S.) agricultural food system. A quantitative survey methodology with a quasi-experimental reflective design was employed to assess how HBM principles influence trust during an Avian Influenza outbreak. Findings revealed that HBM constructs significantly influenced trust in the U.S. agricultural food system, and the science communication intervention significantly influenced trust in science and the agricultural food system. However, the relationship between other HBM constructs and trust in science was not significant. This study indicates that science communication interventions can enhance healthy behaviors during a disease outbreak. By using HBM to assess the role of science communication as a cue to action, this study contributes to efforts to facilitate a more strategic, preventive approach to encourage healthy behaviors during a disease outbreak. Furthermore, by integrating a science communication intervention into a course lesson, this study demonstrates how science communication can serve as an effective tool for addressing complex agricultural issues and real-world scenarios in the classroom. This approach not only facilitates dialogue and engages audiences but can also be adapted to informal educational and outreach programs.