Factors Affecting Water Resources Conservation Behaviors among Farmers in Zanjan County: An Application of Protection Motivation Theory

Due to the importance of water as one of the main agricultural inputs and at the same time, the destruction of water resources and the occurrence of water shortage crisis in the agricultural sector in recent years and also considering the farmers' pivotal role in programs and strategies of sustainable water resources management, this study was conducted to investigate the factors affecting water resources conservation behaviors (WRCBs) among farmers. The statistical population of the study comprised all farmers in the rural areas of central district of Zanjan County among which 330 persons were selected through multi-stage sampling method. The data collection tool was a questionnaire. A panel of experts confirmed the content validity of the questionnaire and the construct validity and composite reliability of the research instrument were obtained by estimating measurement model and after making necessary corrections. According to the results obtained, most of the surveyed farmers did not adequately adhere to various WRCBs (including crop-related actions, irrigation-related actions, soil-related actions and actions related to equipment and technology) and they applied these actions on a relatively small level. Also, the results of estimating two structural models using multivariate technique of structural equation modeling revealed that the two main constructs of the protection motivation theory including, threat appraisal and coping appraisal (explaining 55% of variances) as well as its five components including, perceived susceptibility, perceived severity, response efficacy, response costs and self-efficacy (explaining 60% of variances) had significant effects on WRCBs. Overall, the findings of this research verified the validity and efficiency of the protection motivation theory in explaining and predicting pro-environmental behaviors such as WRCBs.