Explain The Moral Norm, Intention and Behavior of Protection of Zagros Forests

The purpose of this study is to investigate the factors affecting the moral norm, intention and behavior of forest protection. The statistical population of this study consisted of rural households in four villages of Chegni dore (N = 1399) which based on Krejcie and Morgan table, the sample size of 300 head of households was selected. Sample individuals were studied using stratified sampling method with proportional assignment. The data collection tool was a researcher-made questionnaire whose face validity was confirmed by a group of professors and experts. In addition, to determine the reliability, the pretest was used and confirmed by calculating the Cronbach's alpha coefficient (87/0-95/0). The results of structural equation modeling of path analysis showed that the variables of social capital and environmental attitude are variables affecting the moral norm and the variables of moral norm, environmental responsibility, environmental attitude and environmental awareness of the variables directly affecting intention and Behaviors are indirect. Also, two variables of social capital and intention had a direct and significant positive effect on the behavior of rural households in forest protection. Finally, these variables were able to predict 62%, 61% and 46% of the changes in the variables of moral norm, intention and behavior of rural households towards forest protection, respectively.