Factors affecting farmers’ behavior in using nitrogen fertilizers: society vs. farmers’ valuation in southwest Iran

Overapplication of nitrogen (N) has direct and indirect environmental and social impacts, both now and in the future. Therefore, applying N more efficiently is an important goal in many developing countries. The purpose of this study is to understand the factors affecting the intention of nitrogen consumption behavior by farmers in Ramshir county in Khuzestan province (located in southwestern Iran). To this end, we used the extensive normative activation model enriched with the planned behavior model to understand farmers’ behavior. The statistical population for the study included 200 farmers in Ramshir county in Khuzestan province in southwestern Iran. Structural equation modeling revealed that the proposed model predicted 32% and 45% of the variance in intention and behavior, respectively. Personal norms were stronger predictors of intention, whereas attitude and subjective norms had no impact on intention. As fertilizer use continues to increase, imbalanced and unsustainable use of fertilizers and their environmental effects will become a major concern according to the findings. Factors that affect farmers’ decision-making on fertilizer usage need to be studied and better understood in order to establish correct policies on costs, incentives, and future program goals. It is therefore important for policymakers to communicate information to producers through demonstration projects, technical assistance, and educational programs, in order to formulate successful emission control policies. Under a changed political environment, some integration of education and economic benefits could be lower cost and more effective tools to achieve desired conservative environmental goals.