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How rationality, morality, and fear shape willingness to carry out organic crop cultivation: a case study of farmers in southwestern Iran

Author

Listed:
  • Masoud Yazdanpanah

    (Agricultural Sciences and Natural Resources University of Khuzestan)

  • Maryam Tajeri Moghadam

    (University of Tabriz)

  • Farhad Javan

    (Kharazmi University)

  • Mojtaba Deghanpour

    (Ministry of Jihad-E-Agriculture)

  • Stefan Sieber

    (Leibniz Centre for Agricultural Landscape Research (ZALF E. V)
    Humboldt University of Berlin)

  • Peyman Falsafi

    (Ministry of Jihad-E-Agriculture)

Abstract

Increasing concerns for human and environmental health have led to calls for a transition from conventional farming systems (CFS) with intensive external inputs to organic farming (OF). While farmers are the most important element in this transition, understanding how and why they intend to make this shift is critically important. This study utilized the Theory of Planned Behavior (TPB) to examine the roles of rationality, morality, and fear in predicting the willingness of farmers to farm organically. A cross-sectional survey study was conducted among 320 farmers in southwestern Iran selected through multi-stage, stratified, random sampling. The combined analysis of three dimensions—rationality, morality, and fear—enhanced the predictive power of the TPB from 40% (original TPB) to 65% (extended TPB). The morality consideration was the strongest predictor of willingness to cultivate organic products, followed by fear and perceived behavioral control. Interestingly, other components of rationality (attitudes and subjective norms) failed to predict willingness. The results of the current study can help policymakers and planners design, develop, and implement strategies and policies to encourage farmers to cultivate healthy and environmentally friendly organic products.

Suggested Citation

  • Masoud Yazdanpanah & Maryam Tajeri Moghadam & Farhad Javan & Mojtaba Deghanpour & Stefan Sieber & Peyman Falsafi, 2022. "How rationality, morality, and fear shape willingness to carry out organic crop cultivation: a case study of farmers in southwestern Iran," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(2), pages 2145-2163, February.
    • Handle: RePEc:spr:endesu:v:24:y:2022:i:2:d:10.1007_s10668-021-01523-9
    DOI: 10.1007/s10668-021-01523-9
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    1. Arman Poureisa & Yuhanis Abdul Aziz & Siew-Imm Ng, 2024. "Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce," Sustainability, MDPI, vol. 16(6), pages 1-23, March.
    2. Maosen Xia & Pingan Xiang & Guo Mei & Zhizhen Liu, 2023. "Drivers for the Adoption of Organic Farming: Evidence from an Analysis of Chinese Farmers," Agriculture, MDPI, vol. 13(12), pages 1-17, December.

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