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Tropentag, September 14 - 16, 2022, Prague

"Can agroecological farming feed the world? Farmers' and academia's views."


An investigation of factors influencing the pro-environmental behaviour: a case of apple orchardists

Maryam Sharifzadeh1, Mostafa Ahmadvand2

1Yasouj University, Department of Rural Development Management, Iran
2Yasouj University, Department of Rural Development Management


Abstract


It is becoming increasingly evident that both human needs and values address global ecological vulnerability. The environmental threat posed by human needs is the result of rapid and excessive population growth, which in turn generates food security problem and intensifies pressures on natural resource management. The human value side is the consequence of the uncontrolled development accompanied by the modernisation prescription. This way the technology threatens not only the sustainability of growth but also the welfare of those who depend on land for their livelihoods, over multiple time and space scales This research was aimed at understanding the pro-environmental behaviour and its influencing factors among the apple orchardists. The population consists of 4019 horticultural producers in 28 villages of mount Zagros, Isfahan province, Iran. The sample size was determined by random cluster sampling regarding the economical status of villages in two rich and poor clusters. So, 320 orchardists were studied as the samples. The data collection instrument was a structured questionnaire subjected to face validation by experts in Agricultural Development. The internal consistency evaluation yielded a Cronbach's alpha reliability coefficient of between 0.61 and 0.92, indicating acceptable reliability of the measures. The results showed that the average environmental behaviour of the orchardists is at a poor level. Comparison of average current and past environmental behaviour of orchardists showed that their pro-environmental behaviour has been developed. The results of hierarchical regression showed that knowledge, responsibility, socio-cultual norms, emotions, external commitment, and past behaviour accounted for 69% of the variance in orchardists’ environmental behaviour in economically rich cluster. The results of hierarchical regression in economically poor cluster showed that emotions, knowledge, responsibility, socio-cultual norms, external commitment, and past behaviour accounted for 75% of the variance in orchardists' environmental behaviour.


Keywords: Attitude, external commitment, incentives, institutional context, past behavioural pattern


Contact Address: Maryam Sharifzadeh, Yasouj University, Department of Rural Development Management, Moalem blvd daneshjoo street yasouj university, Yasouj, Iran, e-mail: m.sharifzadeh@yahoo.com


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