Shiraz University Iran Agricultural Research 1013-9885 44 1 2025 04 01 A behavioral model of greenhouse owners in healthy crop production: The case of Kerman province مدل یابی رفتار گلخانه داران در تولید محصول سالم (مورد مطالعه: استان کرمان) 53 65 8078 10.22099/iar.2025.51506.1643 EN Mohsen Adeli Sardooei Department of Agricultural Economics, School of Agriculture, Jiroft University, Jiroft, I. R. Iran Samira Behroozeh Department of Agricultural Extension and Education, School of Agriculture, Shiraz University, Shiraz, I. R. Iran Latif Haji Department of Agricultural Extension and Education, School of Agriculture, Shiraz University, Shiraz, I. R. Iran Journal Article 2024 10 25 Increasing agricultural production in greenhouses is vital to meet the demands of a growing global population. However, this expansion is often accompanied by environmental challenges and product contamination resulting from the excessive use of agricultural inputs. In response, there is a growing global interest in greenhouse products with lower contamination and improved health attributes. This study aims to examine the psychological factors influencing Iranian agricultural greenhouse owners’ intentions to produce healthy products, using the Theory of Planned Behavior (TPB) as the analytical framework. Data were collected using a structured questionnaire, which was validated for content, structural, and discriminant validity, and assessed for composite reliability. Hypothesis testing was conducted using SmartPLS 3 software. The findings revealed that while greenhouse owners expressed positive intentions and a sense of responsibility toward healthy production, actual implementation remained limited. The psychological constructs assessed in the model accounted for 44% of the variance in owners’ intentions to produce healthy products. These results suggest that fostering sustainable behavior requires enhancing intrinsic motivation and strengthening behavioral intentions. Accordingly, policies and educational programs should prioritize strategies that reinforce the commitment of greenhouse owners to healthy and sustainable production practices. The insights gained from this study can inform policymakers, agricultural extension agents, and researchers seeking to promote more sustainable agricultural systems. https://iar.shirazu.ac.ir/article_8078_6822c45df3fa0740005431c5ccaf5527.pdf