Explaining the factors fffecting the protection behavior of Zagros forests using the Norm Activation Model (NAM)

Forests, as one of the main sources of renewal, play an important role in creating a suitable environment for the development of economic and social activities and they are important assets for present and future generations. Therefore, their protection is very important. The purpose of this study was to explain the factors affecting the conservation behavior of Zagros forests using the norm activation model. This research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this study consisted of rural households in four villages of Doure Chegeni (N =1399) which based on Krejcie and Morgan table, the sample size of 300 households was selected. Sample individuals were studied using stratified sampling method with proportional assignment. The data collection tool was a researcher-made questionnaire whose face validity was confirmed by a group of professors and experts. In addition, to determine the reliability, the pretest was used and confirmed by calculating the Cronbach's alpha coefficient. The results of the structural equation model of path analysis showed that the four variables of need awareness, subjective norm, consequence awareness and self-efficacy affect the moral norm of individuals towards the protection of Zagros forests. Also, forest protection behavior is significantly explained by the moral norm and the variable of pride.