rural households

Green or environmentally friendly businesses have been considered as an approach to improve the quality and quantity of agricultural products while preserving the environment in recent years. This approach follows the sustainable development goals of farmers and leads to a reduction in the consumption of unnatural inputs, fertilizers and chemical poisons and leads to the production of healthy products for consumers. But in developing countries, farmers do not want to work in this sector due to the lack of recognition of its economic and social benefits. This research was carried out with the general purpose of investigating the effective factors of rural-farmer households' willingness to develop green businesses in the environment. In terms of the nature of this research, it was a quantitative research, according to the practical purpose, in terms of data collection, it was part of a correlational descriptive research, and in terms of time, it was a one-point study. The statistical population of the research included all rural-farmer households in Bavi city (Khuzestan province). The sample size was 385 people determined using the Karjesi and Morgan table, and the samples were selected for the study using the stratified sampling method with proportional assignment. Bavi city has four districts: Vis, Mulathani, Anafjeh and Zargan, two villages from each of the districts and finally two villages from each village were selected for study. The main research tool was a questionnaire whose validity was confirmed by a panel of experts and its reliability was confirmed by Cronbach's alpha coefficient and composite reliability. Data analysis was done in two sections of descriptive and inferential statistics by SPSS and Smart Pls software. In this research, the theory of planned behavior was used as the theoretical framework of the research. The results showed that the variables of the theoretical framework (attitude, mental norms, perceived behavior control) have a positive and significant effect on the willingness of rural households to develop green businesses in the environment and are able to account for 59.3% of the variance in this field explain. Also, the correlation results showed that there is a significant relationship between the variables of age, education and awareness in the field of environmental protection with willingness. Considering that the control of the perceived behavior was the most important variable in this field, in this regard, it is suggested to the policy makers to organize training courses and workshops for farmers in this field in order to develop the field of green businesses. Provide in the environment.