Explaining the Role of Communication Channels on Adaptation of Farmers towards Drought: The Case of Central part of Marvdasht Township

The purpose of this study was to explain the role of communication channels on farmers' adaptation intention towards drought using planning behavior theory. The research instrument was a researcher-made questionnaire which its validity and reliability were confirmed by a group of subject specialists and doing a pre-study and calculating the Cronbach's alpha coefficient, respectively. The population of this study consisted of farmers in the central part of Marvdasht township (N=8602), of which 367 individuals were estimated using Krejcie and Morgan tables and using random sampling method Simple were selected. The results indicated that there is a meaningful difference in adaptation’s behavioral intention towards drought based on the communication channels they have been used. According to the findings, the highest average of behavioral intention was related to the television and agricultural experts at the same time. Also, the results showed that the least average behavioral intention was related to friends and relatives. This finding also confirmed by the Bonferoni sequence test. Finally, the effect of each variable of the theory of planned behavior on the behavioral intention of the respondents based on each communication channels determined. The results indicated that the subjective norm influences on respondent's behavioral intention in all communication channels. According to the findings, some suggestions were made for the proper decision making of using communication channels in order to prepare for climate change.