Adoption of pro-environmental behaviors among farmers: application of Value–Belief–Norm theory

Abstract

Abstract Background The clean and pro-environmental technologies are one of the crucial instruments to produce healthy food without any chemicals. Recycling the agricultural residues by composting them is a clean and pro-environmental technology. Local rich compost as a clean and pro-environmental technology is the factor which strengthens agricultural soils in terms of organic materials and healthier crops production. The current study aims to analyze farmers’ pro-environmental behaviors concerning the adoption of clean technology of local rich compost in Fars province, the south of Iran, in order to protect soil and produce healthy crops. Methodology The statistical society of the study includes the farmers who produce and adopt the technology of local rich compost in this province. The sample included 130 framers from 30 villages of Fars counties. The study was conducted by multi-stage random sampling and the data were gathered through a survey using questionnaires. Results Given the results, the most pro-environmental behaviors among the farmers are the environmental activism behavior. Therefore, among the pro-environmental behaviors, they intend to attend extension classes and join the farmers’ groups more. The average of chemical fertilizers consumption decreased significantly after adoption of the local rich compost. Conclusion Based on the study model, “perceived behavioral control”, “social and moral norms”, as well as “extension education” had a significant effect on the farmers’ intent to continue to produce the clean and pro-environmental technologies. The current study presents some recommendations for adoption of the clean and pro-environmental technologies.

Keywords

• Clean technology
• Value–Belief–Norm theory
• Local rich compost
• Pro-environmental behavior
• Residue management
• Iran