Explaining the Water Conservation Behavior of Date Palm Growers based on Schwartz Norm-Activation Model in the Dashtestan County

The aim of this research is to understand water conservation behavior of orchardmen based on Schwartz norm-activation model (NAM). Size of statistical population has been 1400 orchardmen, which date as their main crop, that 300 orchardmen was chosen with Krejci and Morgan sampling Table and their necessary information was collected. Questionnaire's validity was confirmed by faculty membersof agricultural education and extension group in khouzestan, Ramin University and its stability was confirmed by pilot study. Results showed 5 variables Awareness of consequences, Awareness of need, Self-efficacy, Efficacy, Ascription of responsibility can predict a substantial part (R2=0.52) of changes in Personal norm variable regarding to water conservation. Moreover, personal norms, guilty feeling and pride feeling variables can predict a part (R2=0.24) of changes in behavior variable regarding to water conservation. Therefore, it is suggested that by increasing the awareness level coupled with the responsibility of orchardmen towards water issues, their ethical commitment on performing appropriate conservation behaviors would be strengthened. Also, delegating enough authority to orchardmen as well as providing facilities for maintenance, repairing and rehabilitation of water distribution networks and irrigation equipment can motivate orchardmen and encourage them to conserve water resources.