ArticleScientific reports2023
Integrating the norm activation model and theory of planned behaviour to investigate farmer pro-environmental behavioural intention.
Article in Scientific reports, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 25 papers, 1 of them a synthesis that pooled it.
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Who cites it
25 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Rational decisions or moral obligations? A systematic review of TPB-NAM integration in understanding low-carbon behavior.Frontiers in psychology · 2026Pooled it
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- Environmental Bridgebuilding: Connecting People Through Nature Conservation. The Example of the Barn Owl.Ecology and evolution · 2026Article
- Understanding farmers' participation in agricultural marketing networks through an exploratory sequential mixed-methods study integrating qualitative barrier identification and structural equation modeling.Scientific reports · 2026Article
- Mechanisms influencing Chinese senior faculty's intention to engage in volunteer teaching and policy implications.Frontiers in psychology · 2026Article
- Make the most of what you have! Exploring circularity practices adoption in olive milling through the norm activation model.PloS one · 2026Article
- From prosocial civic values to online prosocial participation: the roles of self-efficacy, moral responsibility, and public-issue exposure.Frontiers in psychology · 2026Article
- Analysis of psychological and social factors affecting climate change adaptation and mitigation behaviors among Iranian rice farmers.Scientific reports · 2025Article
- Behavioral factors linking sustainability and animal welfare in dairy farming.Scientific reports · 2025Article
- Exploring behavioral determinants of residents' ecological conservation in rural tourism development.Scientific reports · 2025Article
- Unleashing the green potential: Unraveling the power of environmental concerns in driving employees' green behavior.PloS one · 2025Article
- The impact of social networks on the behavior of households' participation in rural environmental human settlement improvement: evidence from Jiangxi Province, China.Frontiers in psychology · 2025Article
- The role of media in shaping pro-environmental behaviors: integrating media system dependency theory and norm activation theory.Frontiers in psychology · 2025Article
- Top-down norms and psychological empowerment: Explaining Chinese public acceptance of autonomous driving.PloS one · 2025Article
- The decision to purchase genome edited food products by Iranian consumers: theory of planned behavior as a social intervention tool.Frontiers in genome editing · 2025Article
- Assessing the impact of farmers' willingness to pay on different cultivated land attribute levels in China: an empirical analysis using the choice experiment method.Scientific reports · 2024Article
- The impact of ethical commitments on the intention to adopt digital agricultural technologies.Scientific reports · 2024Article
- Estimating the severity of landscape degradation in future management scenarios based on modeling the dynamics of Hoor Al-Azim International Wetland in Iran-Iraq border.Scientific reports · 2024Article
- Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy.Frontiers in nutrition · 2024Article
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4 authors.
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Abstract
Sustainable agriculture requires cooperative and coordinated action across multiple sectors and policy domains. However, farmer-stakeholder behaviors and action remain pivotal to sustainable food system management in many rural development contexts. We assess farmer pro-environmental behavioral intention through the development and application of a novel integrated approach combining two dominant psychological theories of behavior change: the Norm Activation Model (NAM) and Theory of Planned Behavior (TPB). We apply this framework to targeted research with potato growers of Kerman Province in southeastern Iran, using survey data (sample n = 381) analyzed through structural equation modeling (SEM). The integrated NAM-TPB model provides insight into both pro-social and self-interested motivations for farmer pro-environmental behavioral intention, with the model explaining 77% of total variance. We found that three variables, Awareness of Consequence (AC), Perceived Behavioral Control (PBC), and Subjective Norms (SN) were the strongest indicators of pro-environmental behavioral intention. We recommend therefore that agricultural extension and state-led farmer education should first emphasize awareness-raising of negative environmental impacts of current farming practices within training programs, and second, improve social learning amongst farmer communities through sustained farmer community engagement, thus "stabilizing" a social norm of environmental protection amongst peer networks of agricultural workers.
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