Pro-Environmental Behavior Modeling of Rural People based on Value-Belief-Norm Theory (The Case of Khodabandeh County)

Pro-environmental modeling of rural people based on the theory of Value-Belief-Norm was the main objective of this survey study. The statistical population of the research consisted all of the rural household heads of Sojasroud district of Khodabandeh County in Zanjan Province (N= 2354) of which a sample size of 259 individuals was selected by a proportional stratified sampling method. Data was collected using standard questionnaires. Content validity of the questionnaire was confirmed by a panel of experts and the construct validity and reliability were confirmed through validity and reliability were confirmed through examining of model fit in three levels of measurement model, structural model and total model. Structural Equation Modeling (SEM) multivariate technique (Partial Least Squares) was used to analyze data. So Smart PLS2.0 software was applied. The results indicated that components of values, ecological ideology, awareness of consequences, responsibility and personal norms had positive and significant effects on dependent variable of villagers’ pro-environmental behavior explaining about 68.6 percent of its variances.