Factors Affecting Environmental Awareness of Rural People (Case Study: Jaghargh Dehestan in Binalud County)

Given the importance of environmental awareness of villagers, this study seeks to identify and explain the factors affecting the environmental awareness of villagers in Jaghargh village in Binalud County. a descriptive – analytical research method based on survey has been used in this study. The statistical population consists of 1477 heads of households living in Jaghargh village. According to Cochran formula, a sample of 160 subjects was selected from the population using stratified sampling. A systematic-random selection method was adopted to access the subjects. Data analysis was conducted using SPSS software, statistical correlation analysis, Kruskal-Wallis, Mann-Whitney U test and stepwise regression. The findings suggest that the villager's awareness of environmental issues is at the desirable level (2.78%). On the other hand, the results of hypotheses testing suggest social, economic and environmental issues are significantly related to environmental awareness of villagers at the significance level of 99%. Based on stepwise regression analysis, 23 variables affecting the environmental awareness of rural population were included in the regression equation, out of which only seven variables (environmental potentials, communication with institutions, interaction with others, access to production factors, environmental hazards and geographical location) were maintained. These seven variables have the most significant effect on environmental awareness of people living in the studied region. Research Limitation: The main limitation of this study is the poor literature on environmental awareness in rural areas.Practical Implications: To increase the awareness of villagers, attempts should be made to prepare the ground for the engagement, interaction, participation and education of local people about environmental issues at all levels, particularly in management, design, implementation and evaluation of projects related to the environment.Original/value: The novelty of this paper lies in examining the factors influencing the environmental awareness amid more general factors.