Environmental Psychology Analysis of Rural People's Aesthetic Behavior in Kermanshah Province: Application of Maslow's Pyramid of Needs

The purpose of this study was to analyze the aesthetic behavior of villagers from the perspective of environmental psychology using Maslow's pyramid of needs. The research method was descriptive -analytical using a survey. The statistical population included the rural people of Kermanshah province, 385 of whom were selected by stratified random sampling with proportional assignment. The research instrument was a questionnaire whose validity was confirmed by a panel of agricultural extension and education experts. Its reliability was calculated by performing a pre -test using Cronbach's alpha coefficient (0.71≤α≤0.82) which indicates the acceptable reliability of the research instrument. The findings showed that most of the respondents were in the fourth level (need to esteem). One -way analysis of variance (ANOVA) and LSD paired comparison post hoc test showed that there is a significant difference among rural people with the levels of "physiological", "safety", "social", "esteem" and "aesthetic" needs in terms of environmental aesthetic behaviors; In this way, people with "physiological -safety needs" exhibit low aesthetic behavior, "social needs" exhibit moderate behavior, and individuals with "esteem - aesthetic needs" exhibit higher -level aesthetic behavior, which is consistent with Maslow's pyramid philosophy of needs. According to the obtained results, suggestions were made to improve the environmental aesthetic behavior of the villagers.