Predicting Wheat Farmer's Behavior in Neyshabur Plain and Determination of Factors Affecting on Them in Relation to Water Resources Conservation

Today, the main focus of water conservation strategies is on farmer's behavior. The objective of this study was to predicting wheat farmers’ intentions and behavior in Neyshabur Plain and determination of factors affecting on them in relation to water resources conservation using the theory of planned behavior. The statistical population of this study was the farmers of Neyshabur Plain (N=1300), that 235 farmers based on Cochran formula, were selected through a random cluster sampling design. Data were collected using a researcher-made questionnaire. The validity of the questionnaire was approved by a panel of experts. The questionnaire’s internal reliability was investigated using coefficient (Cronbach’s) alpha (0.73-0.93). The results of the study showed that the two variables of knowledge and risk perception affect attitudes, attitudes and moral norms on intention and, finally, intention affect behavior of individuals to conservation water. Based on the developed theory of planned behavior, the variables of intention, moral norm, attitude, knowledge and risk perception in general can explain 62% of the changes in farmer's water conservation behavior. Also, the results of the model showed that subjective norms and perceived behavioral control did not have a significant effect on the prediction of farmer's water conservation behavior. Finally, based on the results of the study, recommendations provide for farmer's water conservation.