Development of Farmer's Environmental Behavior Model in Shiraz County

Sustainable agricultural development will be achieved through optimal use of environmental resources with viewpoint of protection and conservation of them for next generation. Farmers’ behaviors have important role in quality of these resources. This study was conducted to determine factors affecting farmers’ environmental behaviors and to specify farmers’ environmental behavior model using survey method. A questionnaire was the instrument for data gathering. Multi-stage stratified random sampling was used to collect data from 272 farmers as the research sample. The questionnaire validity was confirmed by a panel of experts, and the questionnaire reliability was assessed with cronbach's alpha (data from pilot study). the results showed that perceived behavioral control and moral norms had the most influence in forming farmers’ environmental attitude. Moral norms and social norms had the most influence in forming farmers’ environmental intention. Eventually, environmental intention, perceived behavioral control, social norms and environmental attitude had the most influence on farmers’ environmental behaviors. Recommendations are 1) providing the moral training for farmers 2) government should facilities the adoption of costly environmental innovations, and 3) providing the training for key persons in rural society.