Encouraging adoption of green manure technology to produce clean rice product.

Green manure is used as an environmentally friendly technology to produce clean agricultural products. This technology not only helps reduce environmental and health concerns, but can also increase productivity. Green manure is especially needed in the production of paddy. Because rice as a strategic product is the main food of people in many countries of the world. Rice production using green manure can enable countries to develop and increase healthy production. However, the acceptance of this technology is low in many rice producing countries. In this regard, this study used an integrated and extended version of the theory of planned behavior to predict and encourage the adoption of green manure technology in Iran. To collect the required data, a cross-sectional survey was performed among Iranian rice growers and the results of hypothesis testing were analyzed using partial least squares-based structural equation modeling. The results revealed that moral norms of green manure, attitude towards green manure, perceived behavioral control on using green manure, and trialability of green manure have positive and significant effects on intention towards using green manure. In addition, bootstrap analysis showed that moral norms of green manure and trialability of green manure positively and significantly mediated the (indirect) effects of subjective norms towards application of green manure on intention towards using green manure. The results led to important practical and theoretical implications that could provide new insights for policy-makers, planners, and practitioners to develop and encourage the adoption of green manure technology to produce clean and healthy agricultural products.

What drives farmers to use conservation agriculture? Application of mediated protection motivation theory.

Conservation agriculture is an approach for managing agricultural ecosystems, improving productivity, increasing benefits and food security, and preserving resources and the environment. The core purpose of this study was to analyze the constructs affecting the intention to use conservation agriculture measures. For this purpose, protection motivation theory was applied as the theoretical framework. Validation of the model was done using a cross-sectional survey among Iranian farmers, and SMART PLS software was used to test the hypotheses. The results showed that the direct effects of the five constructs of perceived severity, perceived vulnerability, response cost, response efficacy, and self-efficacy were significant on the intention to use conservation agriculture measures. In addition, the variables of perceived severity, response cost, and perceived self-efficacy had significant effects on the fear of not using conservation agriculture measures. The results of the bootstrapping analysis indicated that the fear of not using conservation agriculture measures significantly mediated the effects of perceived severity, response cost, and self-efficacy on the intention to use conservation agriculture. The results of the present research help to develop protection motivation theory by defining new relationships between its variables and achieving a deeper understanding of these relationships. The results also can pave the way for social and psychological interventions in the field of adopting the principles of conservation agriculture in agricultural societies. Finally, the results of this research can be used as a decision-making tool and help for users and planners of behavioral changes to better identify the focus points and necessary strategies.