Understanding the pro-environmental behavior among green poultry farmers: Application of behavioral theories

Despite widespread economic growth and increasing quality of life in the last century, there are concerns that human activities have had a significant negative impact on the environment and these effects have reduced the power and sustainability of socio-economic systems. This study aimed to investigate the role of social norms, personal norms, and perceived behavioral control on pro-environmental behavior among farmers producing organic products (green poultry) based on the theory of planned behavior. The research was a quantitative, causal-relational, and descriptive-correlational study that was conducted through a survey. The research population included farmers participating in the Japan International Cooperation Agency (JICA) in Hamedan province, Iran who were trained for green rural businesses. The sample was composed of 420 farmers taken by the multi-stage cluster sampling technique. The results showed that personal norms, social norms, and perceived behavioral control had a significant effect on the pro-environmental behaviors of the farmers. Also, social norms had the greatest impact on the farmers' pro-environmental behaviors. It also influenced their behavior through perceived behavioral control indirectly. Some religious doctrines, public media, and educational activities can be effective in modifying the attitude and promoting people's awareness and perception of the environment. It can be concluded that farmers' pro-environmental behavior can be associated with their dependence on the rural community and the tendency towards behaviors that are consistent with other farmers. The research can provide practical and theoretical implications to assist researchers, policymakers, planners, green business owners, and other business owners.

Automated summary

The study found that personal norms, social norms, and perceived behavioral control significantly impact the pro-environmental behavior of farmers producing organic products, with social norms having the greatest influence on farmers' behavior and indirectly through perceived behavioral control.