Educational-promotional and psychological factors affecting the use of organic fertilizers by Dezful

This research was conducted with the general purpose of factors affecting the use of organic fertilizers by rice farmers during rice cultivation. The statistical population of this research consists of 4700 rice workers of Dezful County, and the sample size was estimated based on the Kerjsi and Morgan table, using the cluster sampling method of 360 samples. The data collection tool was a questionnaire. The formal and content validity of the questionnaire was confirmed by experts' opinion and its reliability was confirmed through Cronbach's alpha coefficient. The research data were analyzed with the help of SPSS26 and Smart Pls software. The results of the research showed that the variables of self-efficacy, attribution of responsibility, awareness of the need, effectiveness of the response and awareness of the consequences have a positive and significant effect on the moral norm of rice farmers towards the use of organic fertilizers in rice cultivation, these variables are able to be 64.3% Explain the variance of the moral norm variable. In addition, the results showed that moral norms have a significant effect on the behavior of rice farmers towards the use of fertilizers directly and indirectly through the variables of pride and guilt. Finally, it can be said that the norm activation model is an efficient model in this field because it was able to explain 57.8% of the behavior of rice farmers.