Integrating the norm activation model and theory of planned behaviour to investigate farmer pro-environmental behavioural intention

Assessing the impact of farmers' willingness to pay on different cultivated land attribute levels in China: an empirical analysis using the choice experiment method

Exploring farmers' willingness to pay (WTP) for cultivated land protection and its influencing factors is key to promoting their enthusiasm for participating in cultivated land pollution governance. However, existing studies often overlook the differences in farmers' preference for different levels of cultivated land attributes and the issue of intertemporal choice in farmers' WTP, thus lowering the effectiveness of cultivated land protection policies. Using survey data from 646 small farmers in Shandong, Jiangsu, and Zhejiang provinces of China, this study empirically analyzes the impact of time preference on farmers' WTP for cultivated land attribute levels by utilizing the choice experiment method, measures the relative importance of different cultivated land attributes and attribute levels to farmers, and calculates farmers' WTP for different cultivated land attribute levels. The results revealed that farmers are generally reluctant to pay for cultivated land protection. Time preference affects farmers' WTP for different levels of cultivated land attributes, with future-biased preference increasing farmers' WTP and present-biased preference inhibiting it. Furthermore, for farmers, the relative importance of cultivated land attributes is in the order of cultivated land quality, cultivated land surrounding landscape and ecological environment, cultivated land social security function, and cultivated land area. The most crucial cultivated land attribute level is the improved cultivated land quality, with an average WTP of 3290.625 CNY per hectare (approximately 459.117 USD). In contrast, the least important cultivated land attribute level is the unchanged cultivated land area, with an average WTP of 1001.250 CNY per hectare (approximately 139.697 USD). The economic benefits of cultivated land protection in the sampled provinces can reach 353.892 million CNY per year (approximately 49.376 million USD) annually, which is calculated based on vegetable planting area. Our results suggest that the government should diversify farmers' sources of income while increasing the amount of income, thereby reducing barriers to farmers' payment. Simultaneously, farmers' time preferences should be considered to guide them toward expecting long-term benefits and encouraging their active participation in cultivated land pollution governance. Moreover, cultivated land protection policies should match the preference of farmers for cultivated land attributes and attribute levels, and a limited fiscal fund should be allocated to the cultivated land attributes (i.e., cultivated land quality) and attribute levels (i.e., improved cultivated land quality) preferred by farmers to improve policy efficiency. This study highlights the importance of encouraging farmers to actively participate in cultivated land pollution governance and improving the allocation efficiency of the government's cultivated land protection fund.

The impact of ethical commitments on the intention to adopt digital agricultural technologies

Sustainable food security is a critical global concern and an urgent priority in developing countries such as Iran. Digital agricultural technologies (DAT) represent significant solutions in this regard, yet their adoptions and development in Iran face limitations. Theoretical studies have underscored the importance of ethical commitments in the adoption process. This study aims to investigate whether ethical commitments regarding food security can influence the intention to adopt digital technologies by farmers. The study employed the Norm Activation Model and integrated two additional components, namely perceived risk and social capital. We applied this framework to examine research works on farmers of Kermanshah Province in the west of Iran, using survey data (sample n = 384). Data analyses were done through structural equation modeling (SEM). Based on the results, the developed Norm Activation Model can be used to predict the adoption intention of DAT by farmers; with the model explaining 65% of total variance. Feeling guilt exhibited the highest direct effect, followed by feeling proud. Furthermore, ethical norms had a direct and indirect impact on intention through the mediating variables of feeling proud and Feeling guilt. The findings of this study contribute to facilitating innovation adoption strategies. It is recommended that, in order to facilitate and stabilize farmers' adoption of innovation, their sense of guilt should first be aroused. After stimulating the farmers' sense of pride toward the adoption; emphasis should be placed on ethical commitments. Ultimately, the introduction of technology and the facilitation of infrastructure should be pursued.

Extending the theory of planned behavior to predict the behavior of farmers in choosing low-water-intensive medicinal plants

Water scarcity has become a serious challenge in many parts of the world due to increasing demands and the impacts of climate change. The agriculture sector globally accounts for a major portion of water consumption, yet it also holds substantial potential for water conservation. Among the most effective ways to conserve water is to cultivate low-water-demanding crops, such as medicinal plants (MPs), instead of water-demanding crops (WDC). However, the voluntary participation of farmers, largely influenced by socio-psychological drivers, is crucial for successfully implementing most water conservation programs and needs to be addressed. Therefore, the main objectives of this paper were: (1) to identify the determinants that explain farmers' intention and behavior in cultivating MPs instead of WDC; and (2) to examine the effectiveness and performance of an extended version of the theory of planned behavior (TPB) in predicting farmers' intention and behavior toward cultivating MPs by innovatively incorporating four new variables into the original TPB model: perceived barriers, moral norms, compatibility, and relative advantage. The applicability of the theoretical framework was evaluated in the Sojasroud Plain, Zanjan province, Iran. The results of the structural equation modeling revealed that: (1) farmers' intention to cultivate MPs instead of WDC is significantly influenced by perceived barriers, moral norms, subjective norms, and perceived behavior control (the strongest predictor); and (2) farmers' behavior in cultivating MPs instead of WDC is predicted by relative advantage, compatibility, and intention (the most prominent determinant). The R2 values for predicting intention and behavior were 55% and 53%, respectively. Based on the results, some practical policies were proposed to increase the cultivation of MPs in the study area.

Enhancing work safety behavior through supply chain safety management in small and medium sized manufacturing suppliers

Enhancing work safety behaviors among Small and Medium-Sized Manufacturing Suppliers (SMMs) is crucial for establishing a more secure and efficient supply chain. Since the foundation of safety lies in positive prevention, it is crucial that SMMs adopt proactive and pro-social work safety behaviors that transcend mere compliance with standard regulations. Present-day diversified supply chain safety management apply varying degrees of pressures on SMMs. The effectiveness of such pressures, as well as their potential to spawn advanced safety behaviors in SMMs, is a matter of investigation. This research investigates the impact of Supply Chain Safety Management Pressure(SCSMP) on the SMMs' Work Safety Behaviors(WSB). A theoretical framework is constructed, grounded in institutional theory and theory of planned behavior, which earmarks three distinct dimensions of SCSMP: Coercive Pressure(CP), Mimetic Pressure(MP), and Normative Pressure(NP). The survey of 265 SMMs facilitated an assessment of the SMMs' Willingness for Responses(WR), which includes their Willingness for Adaptive Responses(WAR) and Willingness for Co-creative Responses(WCR). Subsequently, the resulting WSB entail Safety Compliance Behavior(SCB), Proactive Safety Behavior(PSB), and Pro-social Safety Behavior(PsSB). Among these, SCB is categorized as a basic safety behavior, while PSB and PsSB which emphasize voluntary, active, and cooperative actions, are classified as advanced safety behaviors. Our research findings underscore the substantial influence of the SCSMP in shaping WSB. WR serves as a critical intermediary, connecting external pressures with internal organizational practices. In particular, WCR is instrumental in the formation of advanced safety behavior. The theoretical contribution of this research is manifested in its enhancement of our comprehension regarding the determinants of WSB among SMMs. Furthermore, it addresses the literature gap in elucidating the effectiveness of supply chain safety management and the mechanisms behind the formation of WSB. The practical significance lies in elevating the overall safety standards throughout the supply chain and minimizing safety-related hazards among SMMs.

Towards environmental performance through responsible environmental intentions and behavior: Does environmental law cognition really matter among Chinese farmers

Rapid agricultural expansion, marked by unsustainable practices, has contributed significantly to environmental degradation globally. In response to China's escalating environmental concerns, recent environmental legislation has sought to disseminate information and promote awareness of environmental preservation among residents. This study aims to investigate the influential role of citizen environmental intentions and activist environmental intentions on responsible behavior for achieving environmental performance (EP). Moreover, the moderating influence of these environmental laws on the relationship between environment-protecting intentions and behavior, with a focus on legal cognition. Utilizing a population of 3150 farmers we select 603 farmers using simple random sampling and, this study applies the theory of planned behavior within a structural equation model framework. The findings affirm that farmers' perceived behavior control, personal factors, and attitudes directly impact both citizen and activist intentions, subsequently influencing both types of environmental-oriented behavior. Notably, the study identifies a stronger inward attitude effect compared to the outward attitude in both types of farmers' intentions. Additionally, legal cognition among farmers emerges as a crucial moderator, influencing the link between environmental intentions and behavior. The results suggest that as farmers become more familiar with environmental laws, the direct effect of their intentions on environmentally oriented behavior intensifies. Hence, the legal obligations play an essential role in shaping the farmers' pro-environmental behavior. This study aligns the individual level environmental intentions with farmer's law cognition for offering interesting insights to develop and implement imminent environmental policies. Hence, this study benefits to both practitioners and policy makers' contextualizing Chinese agricultural sector.

Estimating the severity of landscape degradation in future management scenarios based on modeling the dynamics of Hoor Al-Azim International Wetland in Iran-Iraq border

Temporal and spatial changes in land cover in wetland ecosystems indicate the severity of degradation. Understanding such processes in the past, present, and future might be necessary for managing any type of development plan. Therefore, this research has monitored and analyzed the Hoor Al-Azim International Wetland to determine the orientation of its changes in various future scenarios. Wetland status modeling was conducted using developed hybrid approaches and cellular automata along with evaluating the accuracy of the modeled maps. The dynamics of the landscape were simulated using a higher accuracy approach in three scenarios-Water Conservation, Water Decreasing, and Business-as-Usual- to get the level of degradation of the wetland. The results showed that the amount of water in the wetland has decreased in all three periods, and the salt lands and vegetation have undergone drastic changes. The water bodies experienced a reduction of 148,139 ha between 1985 and 2000, followed by a decrease of 9107 ha during the 2000-2015 period. However, based on the results, these developments are expressed better by the developed hybrid approach than the CA-MC approach and are more reliable for future simulation. The figure of merit index, which assesses the hybrid model's accuracy, yielded a value of 18.12%, while the CA-MC model's accuracy was estimated at 14.42%. The assessment of degradation in hexagonal units showed the least degradation in the water conservation scenario compared with the other two scenarios in 2030.

Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy

Introduction

The willingness to consume healthy foods has highlighted the growing importance of health, even more so when it comes to food choice, and predicting the willingness to consume foods of a healthy brand represents an action that leads to the practice of conscious eating habits, but what is behind this willingness? To answer this question and based on previous studies such as the theory of planned behavior and nutritional literacy, this study aimed to build a predictive model through an empirical study to examine the influence of nutritional literacy (NL) on attitude (ATT), subjective norm (SN) and perceived behavioral control (PBC), as well as to determine the influence of the three variables of the theory of planned behavior (TPB) on the willingness to consume healthy brand foods (WCHBF) in the Peruvian market.

Methods

The research focused on the population that stated that they were consumers of the Unión brand (a brand whose value proposition is the sale of healthy foods), obtaining 482 consumers. The study was conducted under a quantitative, non-experimental, cross-sectional design approach.

Results

The results support the existence of a positive and significant effect of NL on ATT, SN, and PBC, finding the exact behavior of SN and PBC in WCHBF; however, in the proposed model, it is observed that ATT has no impact on WCHBF.

Conclusion

Applying strategies that lead to a change in consumer behavior towards healthy brands is a matter of time and will. In this context, the findings indicate that nutritional literacy plays an essential role in the willingness to consume healthy foods, which sheds more light on the design of educational interventions and awareness campaigns that independently inform about nutritional benefits and empower consumers, allowing them to make informed and healthy choices.

Exploring the factors influencing the intention to clothing and textiles recycling among Chinese college students': a study based on TPB and VBN

Recycling apparel and fabrics is essential for preserving resources and protecting the environment, providing considerable global advantages for ecology and society. This study sought to explore the participation of Chinese college students in the recycling of clothing and fabrics by combining the Theory of Planned Behavior (TPB), the Value-Belief-Norm theory (VBN), self-identity, school education, and perceived policy effectiveness to create a comprehensive model. A total of 1,027 valid samples were obtained through stratified sampling and random sampling, primarily sourced from Eastern China, and analyzed through Structural Equation Modeling (SEM) utilizing AMOS. The results of the research suggested the following: (1) College students' biospheric values emerged as the most influential factor in predicting their inclination to participate in recycling behavior. (2) VBN (encompassing biospheric and altruistic values) and self-identity significantly contributed to shaping attitude and perceived behavioral control, which in turn impacted individuals' intention to participate in recycling. (3) School education exerted a stronger moderating influence than perceived policy effectiveness on the relationship between attitude, perceived behavioral control, and intention. The comprehensive model proposed in this study demonstrated superior predictive capability in explaining college students' willingness to participate in clothing and textiles recycling. It has been proven to be practical and effective. Lastly, schools should promote the practice of clothing and textiles recycling, cultivate good values, and utilize the power of social influence to encourage college students to participate in clothing and textiles recycling. The government should improve relevant laws and regulations, collaborate with academia, and adopt measures like incentives to create a pro-environment atmosphere.

An economic effect assessment of extension services of Agricultural Extension Model Sites for the irrigated wheat production in Iran

Agricultural extension is a key policy to accomplish sustainable agricultural development by improving farmers' knowledge. Agricultural Extension Model Sites (AEMSs) is a new agricultural extension approach for empowering farmers in Iran. Therefore, the purpose of this research is the economic effect assessment of extension services of AEMSs for irrigated wheat production in Iran. Surveys were conducted with 180 people of the main farmers from irrigated wheat AEMSs throughout Iran. The research tool was a questionnaire, the validity of which was examined using the opinions of a group of experts from the Agricultural Education and Extension Institute in Iran. Data analysis was done using econometric analysis and One-way ANOVA analysis through SHAZAM11 and SPSS27 software. Results showed that the extension services significantly affected irrigated wheat yield with an average increase of 0.66 t/ha. Based on the results, out of the Marginal product value ($69 USD) of the extension services provided to the main farmers, 13.3% ($9 USD) had been spent as the cost of extension services and 86.7% ($60 USD) had been net profit gained by farmers. Farmers' behaviors changed as a result of the AEMs with reduced input costs for growing the crop and increased production and profit from the crop.