Designing a model for promoting healthy crop farming behavior in Kermanshah province in Iran

Healthy or organic products as a solution to healthy human and environment is being considered. In this regard, this Quantitative research is seeking to design a model for promoting healthy crop cultivation among Kermanshah province producers in order to advance the cultivation of this type of product. By review of the literature and the history of research The variables of the research were identified  by using the planned behavioral , Health Beliefs and DOI Models. Using the Descriptive-correlation and structural equation modeling to validate variables promoting healthy crop production. The statistical population of the study consisted of 80304 of beneficiaries in Kermanshah province. A sample of 400 farmers in the province was selected by multistage cluster sampling with proportional assignment from seven cities. 400 researcher-made questionnaires were distributed among users in seven provinces. The data collection period was from 1396 to 1397. Data analysis was performed in descriptive statistics using SPSS version 23 and inferential statistics using SmartPlins version 3. Results from structural equations Showed that the Intention variable has the most impact on behavior and Comparative advantage Behavior, Compatibility, Attitude, Perceived behavioral control, Perceived benefits  Threats have a positive and significant effect on the intention and healthy cropping behavior of the product.