Energy Consumption Behaviors in Greenhouse Production Systems Based on the Value-Belief-Norm Theory: The Case of Kerman Province

The sustainability of the energy consumption in agriculture in line with the protection of the whole environment cannot be merely attained with technology; rather it requires a change in the behaviors and enhancement of the farmer’s management style in the area of energy consumption and the factors influencing it. Currently, human environmental behavior is known as one of the most important and influential factors on the environment. Therefore, the strategies of managing and consuming inputs in agricultural production through adoption of decisions to optimal energy consumption is of great importance. Thus, the present study attempted to analyze the behavior of energy consumption in greenhouse production systems based on the components of Value-Belief-Norm Theory. The study was conducted in Kerman Province where is known as the center of greenhouse cucumber production center in Iran. The statistical population were the greenhouse owners growing cucumber. Totally we selected 356 cucumber growers using a two-stage cluster sampling method. Based on the results, components "new ecological paradigm", "awareness of consequences", "ascription of responsibility", "environmental norms", "bio-spheric values", "altruistic values", and "egoistic values" had significant effects on energy consumption behavior. These variables in sum could account for a considerable percentage of the variance in energy consumption behavior. Besides, the analysis of the total effects of the influencing factors on the energy consumption behavior also indicated that egoistic values had the greatest effect on the greenhouse owners’ behavior towards optimal energy consumption. In general, the results of present study contribute to the development of more integrated and comprehensive models in the area of energy consumption behavior in greenhouse cropping systems.