The Determinants of Orzuiyeh County Farmers’ Water Protection Behavior Using the Protection Motivation Theory

In the context of the water crisis, it is essential to identify farmers’ water protection behavior and its determinants. Therefore, the present study was conducted using Protection Motivation Theory (PMT) as a basis for identification of the main determinants of Orzuiyeh County wheat farmers’ water protection behavior under water crisis. The research design was quantitative, using survey research method. Thepopulation was irrigated wheat farmers in central district of Orzuiyeh County in Kerman province, among whom 132 wheat farmers were determined as sample based on Bartlett and colleagues sample size table. The main instrument of the research was a researcher-made questionnaire whose validity was confirmed by a panel of academic experts as well as the staffs in Jihad-e-Agriculture management of Orzuiyeh County. The reliability of the questionnaire was also determined by conducting a pilot study and calculating the Cronbach's alpha coefficient (0.58-0.86). The results of the correlation matrix of components of Protection Motivation Theory showed that the response costs, response efficacy, and self-efficacy had a significant relationship with the farmers’ water protection behavior. In the validation of the Protection Motivation Theory, the results of the fitting test showed that the DF/CMIN, NFI, IFI, CFI and RMSEA indices were in a good level. The results of path analysis also showed that the components of Protection Motivation Theory could explain more than 28% of the changes in farmers’ water protection behavior, among which self-efficacy made a significant contribution, while other components were non-significant. Finally, cluster analysis was used to better understand farmers' water behavior and based on the results three groups of farmers were identified including, positive protective, negative consumerism, and positive consumerism.