Understanding Farmers’ Response to Renewable Energy: An Application of Protection Motivation Theory

The present study tested the Protection Motivation Theory (PMT) in explaining farmers’ response to renewable energy in Zanjan County, Iran. The study further investigated the direct and indirect influence of knowledge on motivation to use Renewable Energies (REs) through PMT variables. The target population of this study comprised farmers in Zanjan County. Multistage sampling method was employed for sampling procedures and sample size was determined using G*Power software (n= 287). To test the study hypothesis, a multivariate technique of structural equation modeling was applied. The results indicated that the PMT threat appraisal variables comprising perceived vulnerability, severity, and intrinsic reward had statistically positive relationships with the farmers’ motivation to use renewable energies. Also, the results revealed that all PMT coping appraisal variables had a statistically significant relationship with the farmers’ motivation to use renewable energies. In addition, the results of full structural model specified that farmers’ knowledge directly and indirectly (through PMT variables) had a statistically significant effect on the farmers’ motivation to use renewable energies. The model, including knowledge and protection motivation theory variables, explained about 71% of the farmers’ motivation to use renewable energies. Therefore, the results revealed the applicability of the PMT in explaining farmers’ response to renewable energy in Iran. Thus, it is suggested that the future studies could use the extended model of PMT by considering the pre-influence of knowledge of renewable energies.