Explaining the behavioral intention of organic production among pistachio farmers in the central part of Ardakan county, Yazd province

Applying organic production measures and methods at the orchard level requires changing the behavior of farmers. The purpose of the present study was to explain the behavioral intention of organic pistachio production at the level of 4831 pistachio workers in the central part of Ardakan county of Yazd province by using the developed theory of planned behavior and technology acceptance by adding the variable of knowledge of organic cultivation. This research is practical in terms of purpose and quantitative research in terms of research design. The sample size was determined based on Cochran's formula of 356 people and using stratified sampling method with proportional assignment, people were selected and studied. Data were collected using a questionnaire and analyzed with SPSS22 and SmartPLS2 software. The validity of the questionnaire was determined through face validity by a panel of experts as well as diagnostic validity. Cronbach's alpha and composite reliability were used to calculate the reliability of the research tool, which was obtained above 0.7. The research results showed that the subjective norm variable (β=0.265) is the only factor in the behavioral intention to use organic pistachio production methods. The highest frequency of organic production knowledge variable is good (45.5 percent), behavioral intention variable is poor (83.7 percent), perceived behavior control variables (41.3 percent), attitude (40.4 percent) and mental norm. (37.4 percent) was medium level. Based on the findings of this research, it was suggested that in order to reduce the gap between knowledge and behavioral intention, the extension unit should design organic pistachio production training courses in such a way as to facilitate the application of these types of methods and its management at the garden level to be noticed by pistachio farmers.