A behavioral model of greenhouse owners in healthy crop production: The case of Kerman province

Document Type : Research Paper

Authors

1 Department of Agricultural Extension and Education, School of Agriculture, Jiroft University, Jiroft, I. R. Iran

2 Department of Agricultural Extension and Education, School of Agriculture, Shiraz University, Shiraz, I. R. Iran

10.22099/iar.2025.51506.1643

Abstract

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.

Keywords

Main Subjects

Article Title [Persian]

مدل یابی رفتار گلخانه داران در تولید محصول سالم (مورد مطالعه: استان کرمان)

Authors [Persian]

  • محسن عادلی ساردوئی 1
  • سمیرا بهروزه 2
  • لطیف حاجی 2
1 گروه ترویج و آموزش کشاورزی، دانشکده کشاورزی، دانشگاه جیرفت، جیرفت، ج. ا. ایران
2 گروه ترویج و آموزش کشاورزی، دانشکده کشاورزی، دانشگاه شیراز، شیراز، ج. ا. ایران
Abstract [Persian]

تولیدات بیشتر در گلخانه‌های کشاورزی برای جمعیت رو به رشد ضروری است، اما این توسعه با مشکلات زیست‌محیطی و آلودگی محصولات به دلیل استفاده بیش از حد از نهاده ­های کشاورزی مواجه است. براین اساس آلودگی کمتر و سالم بودن تولیدات گلخانه ­ای توجه روزافزونی را در سراسر جهان به خود جلب کرده است. از این رو، مطالعه حاضر با هدف بررسی عوامل روانشناختی مؤثر بر تمایل به رفتار گلخانه­ داران کشاورزی نسبت به تولید محصولات سالم با اقتباس از مدل رفتار برنامه‌ریزی شده (TPB) در استان کرمان (ایران) انجام شده است. ابزار تحقیق پرسشنامه‌ای بود که روایی صوری و محتوایی و روایی تشخیصی و پایایی ترکیبی آن تأیید گردید. برای آزمون فرضیه­ های تحقیق از نرم­افزار Smart-PLS3 استفاده شد. طبق نتایج بدست آمده گلخانه­ داران مورد مطالعه، نیت و مسئولیت پذیری مثبتی نسبت به تولید محصول سالم داشتند. اما در عمل وضعیت تولید محصول سالم در بین گلخانه­ داران ضعیف بود. علاوه ­بر این، نتایج این مطالعه نشان داد که عوامل روانشناختی به‌طور کلی 44 درصد از واریانس میزان تمایل به رفتار گلخانه ­داران کشاورزی نسبت به تولید محصولات سالم را تبیین نمودند. برای حفظ رفتار بلندمدت، انگیزه درونی پایدار یا نیات قوی ضروری است. بنابراین، سیاست‌ها و برنامه‌ها بایستی بر تقویت نیات گلخانه‌داران برای تولید محصول سالم متمرکز شوند. یافته‌های این مطالعه می‌تواند برای سازمان‌های دولتی، سیاست‌گذاران، آموزش‌دهندگان کشاورزی و محققان در زمینه تولید محصول سالم مفید باشد.

Keywords [Persian]

  • ارزیابی رفتار
  • گلخانه های کشاورزی
  • تمایل به رفتار
  • تولیدات سالم کشاورزی

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Iran Agricultural Research
Volume 44, Issue 1
Proofs
April 2025
Pages 53-65

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