Theory of Planning Behavior Application in Explaining Agricultural Water Conservation Behavior among Farmers in Bavi County, Khuzestan Province

This study was conducted with the general purpose of explaining the behavior of agricultural water conservation among farmers in Bavi County. The statistical population of this study consisted of all farmers in Bavi County of Khuzestan province. Using Cochran formula sampling and the stratified proportional sampling method, 190 persons were selected as the study sample. The data collection tool of the study was a questionnaire whose validity was confirmed by a panel of experts, and its reliability was established by calculating Chronbach's Alpha Coefficient (α > 0.7). Data analysis was done by SPSSwin18 and Smart Pls software. In this research, the theory of planned behavior was used for the research framework. The results of structural equation modeling showed that the variables of attitude, subjective norm, perceived behavior control, and inclination are able to explain 60.5% of water conservation behavior. In general, the results of this study can provide new insights for policymakers in this field, because in previous studies, more emphasis has been placed on incentives and limitations for water conservation, and attention has not been paid to environmental psychological studies.