Investigating the factors that affect pistachio grower's intention regarding prevention of aflatoxin based on the health belief model in the Sirjan rural area

Pistachio is a valuable export product, but its export is faced with serious challenges due to aflatoxin. Given the importance of growers’ role in the prevention of aflatoxin in pistachio, the aim of this article is investigating pistachio growers’ intention regarding prevention of aflatoxin through the health belief model. The research population consists of 330 of pistachio growers in the Sirjan city in the Kerman province. Amongst the 330 samples, 120 of them were selected through simple random sampling. A questionnaire was the research tool and its validity of the questionnaire was approved by a panel of experts. Its reliability was confirmed by Cronbach alpha reliability coefficients (0.7 to 0.9). Also, the results of regression analysis revealed that the variables showing guide to action were the main predictor of growers’ intention. In addition to self-efficacy and perceived barriers, this variable can predict nearly 36% of the variance of pistachio growers’ intention regarding the prevention of aflatoxin. The results could be used for policy making and planning in relation to strategies to prevent the production of aflatoxin in pistachios.