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Understanding the pro-environmental behavior among green poultry farmers: Application of behavioral theories

Author

Listed:
  • Saeed Gholamrezai

    (Lorestan University)

  • Vahid Aliabadi

    (Bu-Ali Sina University)

  • Pouria Ataei

    (Tarbiat Modares University (TMU))

Abstract

Despite widespread economic growth and increasing quality of life in the last century, there are concerns that human activities have had a significant negative impact on the environment and these effects have reduced the power and sustainability of socio-economic systems. This study aimed to investigate the role of social norms, personal norms, and perceived behavioral control on pro-environmental behavior among farmers producing organic products (green poultry) based on the theory of planned behavior. The research was a quantitative, causal-relational, and descriptive-correlational study that was conducted through a survey. The research population included farmers participating in the Japan International Cooperation Agency (JICA) in Hamedan province, Iran who were trained for green rural businesses. The sample was composed of 420 farmers taken by the multi-stage cluster sampling technique. The results showed that personal norms, social norms, and perceived behavioral control had a significant effect on the pro-environmental behaviors of the farmers. Also, social norms had the greatest impact on the farmers’ pro-environmental behaviors. It also influenced their behavior through perceived behavioral control indirectly. Some religious doctrines, public media, and educational activities can be effective in modifying the attitude and promoting people’s awareness and perception of the environment. It can be concluded that farmers’ pro-environmental behavior can be associated with their dependence on the rural community and the tendency towards behaviors that are consistent with other farmers. The research can provide practical and theoretical implications to assist researchers, policymakers, planners, green business owners, and other business owners.

Suggested Citation

  • Saeed Gholamrezai & Vahid Aliabadi & Pouria Ataei, 2021. "Understanding the pro-environmental behavior among green poultry farmers: Application of behavioral theories," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(11), pages 16100-16118, November.
    • Handle: RePEc:spr:endesu:v:23:y:2021:i:11:d:10.1007_s10668-021-01331-1
    DOI: 10.1007/s10668-021-01331-1
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    References listed on IDEAS

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    2. Ruishi Si & Yumeng Yao & Xueqian Zhang & Qian Lu & Noshaba Aziz, 2022. "Exploring the Role of Contiguous Farmland Cultivation and Adoption of No-Tillage Technology in Improving Transferees’ Income Structure: Evidence from China," Land, MDPI, vol. 11(4), pages 1-25, April.
    3. Elzbieta Szczygiel, 2023. "Circular Behaviours of Polish Consumers in Relation to Electrical and Electronic Products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(62), pages 213-213, February.
    4. Jianhua Ren & Hongzhen Lei & Haiyun Ren, 2022. "Livelihood Capital, Ecological Cognition, and Farmers’ Green Production Behavior," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    5. Song, Jiawen & Cai, Lanhui & Yuen, Kum Fai & Wang, Xueqin, 2023. "Exploring consumers’ usage intention of reusable express packaging: An extended norm activation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Ghulam Jilani & Guangqin Yang & Irfan Siddique, 2021. "Corporate Social Responsibility and Pro-Environmental Behavior of the Individuals from the Perspective of Protection Motivation Theory," Sustainability, MDPI, vol. 13(23), pages 1-20, December.
    7. Bowen Wang & Desheng Hu & Diandian Hao & Meng Li & Yanan Wang, 2021. "Influence of Government Information on Farmers’ Participation in Rural Residential Environment Governance: Mediating Effect Analysis Based on Moderation," IJERPH, MDPI, vol. 18(23), pages 1-15, November.
    8. Lipeng Li & Apurbo Sarkar & Xi Zhou & Xiuling Ding & Hua Li, 2022. "Influence and Action Mechanisms of Governmental Relations Embeddedness for Fostering Green Production Demonstration Household: Evidence from Shaanxi, Sichuan, and Anhui Province, China," IJERPH, MDPI, vol. 19(19), pages 1-25, September.

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