Analysis of Moral Norms in Theory of Planned Behavior to Predict the Behavior of Rural Households in the Protection of Zagros Forests

Document Type : Research Article


1 PhD Candidate, Department of Agricultural Extension and Education, Faculty of Agricultural Engineering and Rural Development, Khuzestan Agriculture Sciences and Natural Resources University, Mollasani, Ahvaz, Iran

2 PhD, Department of Agricultural Extension and Education, Faculty of Agricultural Engineering and Rural Development, Khuzestan Agriculture Sciences and Natural Resources University, Mollasani, Ahvaz, Iran

3 Department of Agricultural Extension and Education, Faculty of Agricultural Engineering and Rural Development, Khuzestan Agriculture Sciences and Natural Resources University, Mollasani, Ahvaz, Iran


The main purpose of this applied research was to analyze the norms in the theory of planned behavior to predict the behavior of rural households in the protection of Zagros forests. The data required for the research was collected by survey method and a questionnaire. The collected data were analyzed by SPSS and Amos, using structural equation modeling approach. The statistical population of this study consisted of rural households in four villages of Dowreh Chegeni (N=2020) that based on Krejcie and Morgan table, a sample of 300 households was selected. The sample was studied using stratified sampling method with proportional assignment. Findings showed that the behavior variable has a positive and significant relationship with the attitude, subjective norm, perceived behavior control, moral norm, and intention variables. The results of structural equations of path analysis showed that the variables of moral norm, intention, and behavior control perceived have a positive, direct and significant effect and the variables of moral norm, attitude and behavioral control have an indirect and significant effect on behavior variable. Finally, the theory of planned behavior mediated by the moral norm variable can predict respectively 52% and 38% of the changes in the variables of intention and behavior of rural households towards forest protection. The results showed that the constructs of the theory of planned behavior such as attitudes, moral norms and perceived behavioral control are good predictors of Zagros forest protection behaviors in the studied area. ThTheese findings may be useful to executives, because instead of trying to change behavior, they can focus first on conceptual and persuasive changes, such as changing attitudes toward forest protection

Graphical Abstract

Analysis of Moral Norms in Theory of Planned Behavior to Predict the Behavior of Rural Households in the Protection of Zagros Forests


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