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

Authors

• Hamed Izadi ¹
• Ameneh Savari Mombeni ²
• Moslem Savari ³

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

10.22067/geoeh.2022.73958.1138

Abstract

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

Keywords

• Zagros Forests
• Dowreh Chegeni County
• Rural Households
• Moral Norm

---

References

ارمغان، سیمین؛ 1397. راهبردهای افزایش مشارکت مردمی در ارتقاء شاخص­های زیست­محیطی نواحی روستایی (مطالعه موردی: دهستان­های بخش مرکزی ملارد). فصلنامه علمی-پژوهشی نگرش­های نو در جغرافیای انسانی. سال دهم. شماره دوم. بهار 1397. https://geography.garmsar.iau.ir/article_539275.html

ایلدرمی، علیرضا؛ قاسمیور، فرهاد؛ بهمنی، نگار؛ 1394. بررسی نقش عوامل اقتصادی-اجتماعی در تخریب زیست­بوم جنگل­های زاگرس (منطقه کاکارضا لرستان). دو فصلنامه علمی-پژوهشی تحقیقات حمایت و حفاظت جنگل­ها و مراتع ایران. 13(2): 149-140. http://dx.doi.org/10.22092/ijfrpr.2016.106021

رودگرمی، پژمان؛ انصاری، ناصر؛ فراهانی، ابراهیم؛ 1390. بررسی عوامل اجتماعی- اقتصادی مؤثر در تخریب منابع طبیعی استان تهران. فصلنامة علمی-پژوهشی تحقیقات مرتع و بیابان ایران. جلد 18. شماره 1. ص 151-171. https://doi.org/10.22092/ijrdr.2011.102052

ملک میرزایی، مریم؛ کریمیان، علی اکبر؛ 1399. نقش بهره­برداری بی­رویه از محصولات فرعی جنگل و مرتع در تخریب آن­ها (مطالعۀ موردی: بخش زرین آباد، شهرستان دهلران). مرتع و آبخیزداری، مجله منابع طبیعی ایران. دوره 73. شماره 1. بهار 1399. https://doi.org/10.22059/jrwm.2020.265100.1295

 

Abdulkarim, B., Yacob, M. R., Abdullahi, A. M., & Radam, A., 2017. Farmers’ perceptions and attitudes toward forest watershed conservation of the North Selangor Peat Swamp Forest. Journal of sustainable forestry, 36(4), 309-323.

https://doi.org/10.1080/10549811.2017.1300539

Aguilar‐Luzón, M. D. C., García‐Martínez, J. M. Á., Calvo‐Salguero, A., & Salinas, J. M., 2012. Comparative study between the theory of planned behavior and the value–belief–norm model regarding the environment, on Spanish housewives' recycling behavior. Journal of Applied Social Psychology, 42(11), 2797-2833. https://doi.org/10.1111/j.1559-1816.2012.00962.x

Ahmed, A. S., Yahia, N., Okkacha, H., & Hadj, K., 2020. Impact of ecological restoration techniques on the dynamics of degraded ecosystems of the mounts of Saida: Case of the forests of Doui Thabet (West Algeria). Acta scientifica naturalis, 7(2), 98-121.

https://doi.org/10.2478/asn-2020-0023

 

Ajzen, I., 2015. Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121-138. https://doi.org/10.13128/REA-18003

Bagheri, A., Bondori, A., Allahyari, M. S., & Damalas, C. A., 2019. Modeling farmers’ intention to use pesticides: An expanded version of the theory of planned behavior. Journal of Environmental Management, 248, 109291. https://doi.org/10.1016/j.jenvman.2019.109291

Balée, W., de Oliveira, V. H., dos Santos, R., Amaral, M., Rocha, B., Guerrero, N., ... & Pezzuti, J., 2020. Ancient transformation, current conservation: traditional forest management on the Iriri River, Brazilian Amazonia. Human Ecology, 1-15. https://doi.org/10.1007/s10745-020-00139-3

Bijani, M., Ghazani, E., Valizadeh, N., & Haghighi, N. F., 2017. Pro-environmental analysis of farmers' concerns and behaviors towards soil conservation in central district of Sari County, Iran. International Soil and Water Conservation Research, 5(1), 43-49.

https://doi.org/10.1016/j.iswcr.2017.03.001

Börjeson, L., & Ango, T. G., 2021. The production and destruction of forests through the lens of landesque capital accumulation. Human Ecology, 1-11. https://doi.org/10.1007/s10745-021-00221-4

Börner, J., Schulz, D., Wunder, S., & Pfaff, A., 2020. The effectiveness of forest conservation policies and programs. Annual Review of Resource Economics, 12, 45-64. https://www.annualreviews.org/doi/abs/10.1146/annurev-resource-110119-025703

Carter, S., Herold, M., Avitabile, V., de Bruin, S., De Sy, V., Kooistra, L., & Rufino, M. C., 2017. Agriculture-driven deforestation in the tropics from 1990–2015: emissions, trends and uncertainties. Environmental Research Letters, 13(1), 014002.

https://doi.org/10. 10.1088/1748-9326/aa9ea4

Castilho, L. C., De Vleeschouwer, K. M., Milner-Gulland, E. J., & Schiavetti, A., 2018. Attitudes and behaviors of rural residents toward different motivations for hunting and deforestation in protected areas of the northeastern Atlantic Forest, Brazil. Tropical Conservation Science, 11. https://doi.org/10.1177/194008291775350

Coté, C. J., Lerman, J., & Todres, I. D., 2012. A practice of anesthesia for infants and children E-book: Expert consult: Online and print. Elsevier Health Sciences. https://books.google.com/books?hl=en&lr=&id=bXn3RGPW77oC&oi=fnd&pg=PP1&dq

Coulibaly-Lingani, P., Savadogo, P., Tigabu, M., & Oden, P. C., 2011. Factors influencing people's participation in the forest management program in Burkina Faso, West Africa. Forest Policy and Economics, 13(4), 292-302. https://doi.org/10.1016/j.forpol.2011.02.005

Curtis, P. G., Slay, C. M., Harris, N. L., Tyukavina, A., & Hansen, M. C., 2018. Classifying drivers of global forest loss. Science, 361(6407), 1108-1111.

 https://doi.org/10. 10.1126/science.aau344

De Dominicis, S., Sokoloski, R., Jaeger, C. M., & Schultz, P. W., 2019. Making the smart meter social promotes long-term energy conservation. Palgrave Communications, 5(1), 1-8. https://doi.org/10.1057/s41599-019-0254-5

De Groot, J. I. M., Steg, L., and Dicke, M., 2007. Morality and reducing car use: Testing the norm activation model of prosocial behavior. Transportation Research Trends. New York, NY: NOVA. https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=Morality+and+reducing+car+use%3A+Testing+the+norm+activation+model+of+prosocial+behavior.+&btnG

Donald, I. J., Cooper, S. R., & Conchie, S. M., 2014. An extended theory of planned behaviour model of the psychological factors affecting commuters' transport mode use. Journal of environmental psychology, 40, 39-48. https://doi.org/10.1016/j.jenvp.2014.03.003

Eldredge, L. K. B., Markham, C. M., Ruiter, R. A., Fernández, M. E., Kok, G., & Parcel, G. S., 2016. Planning health promotion programs: an intervention mapping approach. John Wiley & Sons.

https://books.google.com/books?hl=en&lr=&id=UyrdCQAAQBAJ&oi=fnd&pg=PR10&dq=Eldredge+2016&ots

Empidi, A. V. A., & Emang, D., 2021. Understanding Public Intentions to Participate in Protection Initiatives for Forested Watershed Areas Using the Theory of Planned Behavior: A Case Study of Cameron Highlands in Pahang, Malaysia. Sustainability, 13(8), 4399. https://doi.org/10.3390/su13084399

Glanz, K., & Bishop, D. B., 2010. The role of behavioral science theory in development and implementation of public health interventions. Annual review of public health, 31, 399-418. https://doi.org/10.1146/annurev.publhealth.012809.103604

Greaves, M., Zibarras, L. D., & Stride, C., 2013. Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109-120. https://doi.org/10.1016/j.jenvp.2013.02.003

Guillem, E. E., & Barnes, A., 2013. Farmer perceptions of bird conservation and farming management at a catchment level. Land use policy, 31, 565-575.

https://doi.org/10.1016/j.landusepol.2012.09.002

Han, H., 2015. Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management, 47, 164-177. https://doi.org/10.1016/j.tourman.2014.09.014

Harland, P., Staats, H., & Wilke, H. A., 2007. Situational and personality factors as direct or personal norm mediated predictors of pro-environmental behavior: Questions derived from norm-activation theory. Basic and Applied Social Psychology, 29(4), 323-334. https://doi.org/10.1080/01973530701665058

Holt, J. R., Butler, B. J., Borsuk, M. E., Markowski-Lindsay, M., MacLean, M. G., & Thompson, J. R., 2021. Using the Theory of Planned Behavior to Understand Family Forest Owners’ Intended Responses to Invasive Forest Insects. Society & Natural Resources, 34(8), 1001-1018. https://doi.org/10.1080/08941920.2021.1924330

Ildorom, A., Ghasemi, F., Bahmani,N., 2015. Investigating the role of socio-economic factors in the degradation of Zagros forests ecosystem (Kakareza region of Lorestan). Journal of Iranian Forests and Rangelands Protection and Conservation Research. 13 (2): 149-140., in Persian).  http://ijfrpr.areeo.ac.ir/article_106

Ito, K., Ida, T., & Tanaka, M., 2018. Moral suasion and economic incentives: Field experimental evidence from energy demand. American Economic Journal: Economic Policy, 10(1), 240-67. http:// 10.1257/pol.20160093

Jana, S. K., Lise, W., & Ahmed, M., 2014. Factors affecting participation in joint forest management in the West Bengal state of India. Journal of Forest Economics, 20(4), 317-332. https://doi.org/10.1016/j.jfe.2014.09.003

Karppinen, H., 2005. Forest owners’ choice of reforestation method: an application of the theory of planned behavior. Forest Policy and Economics, 7(3), 393-409.

 https://doi.org/10.1016/j.forpol.2003.06.001

Karppinen, H., & Berghäll, S., 2015. Forest owners' stand improvement decisions: Applying the Theory of Planned Behavior. Forest Policy and Economics, 50, 275-284.

https://doi.org/10.1016/j.forpol.2014.09.009

Kok, M. T., Kok, K., Peterson, G. D., Hill, R., Agard, J., & Carpenter, S. R., 2017. Biodiversity and ecosystem services require IPBES to take novel approach to scenarios. Sustainability Science, 12(1), 177-181. https://doi.org/10.1007/s11625-016-0354-8

Lam, S. P., 2006. Predicting intention to save water: Theory of planned behavior, response efficacy, vulnerability, and perceived efficiency of alternative solutions 1. Journal of Applied Social Psychology, 36(11), 2803-2824. https://doi.org/10.1111/j.0021-9029.2006.00129.x

Landon, A. C., Kyle, G. T., & Kaiser, R. A., 2017. An augmented norm activation model: The case of residential outdoor water use. Society & Natural Resources, 30(8), 903-918. https://doi.org/10.1080/08941920.2016.1239294

Larson, L. R., Stedman, R. C., Cooper, C. B., & Decker, D. J., 2015. Understanding the multi-dimensional structure of pro-environmental behavior. Journal of Environmental Psychology, 43, 112-124. https://doi.org/10.1016/j.jenvp.2015.06.004

Le Dang, H., Li, E., Nuberg, I., & Bruwer, J., 2014. Understanding farmers’ adaptation intention to climate change: A structural equation modelling study in the Mekong Delta, Vietnam. Environmental Science & Policy, 41, 11-22. https://doi.org/10.1016/j.envsci.2014.04.002

Lee, S. J., 2011. Volunteer tourists' intended Participation: Using the Revised Theory of Planned Behavior (Doctoral dissertation, University Libraries, Virginia Polytechnic Institute and State University). https://cir.nii.ac.jp/crid/1130282273112269312

Lu, A. C. C., Gursoy, D., & Del Chiappa, G., 2016. The influence of materialism on ecotourism attitudes and behaviors. Journal of Travel Research, 55(2), 176-189.

 https://doi.org/10.1177/00472875145410

Medjahdi, B., Letreuch-Belarouci, A., Maazouz, S., & Taïbi, K., 2018. Diversité floristique des subéraies des monts de Tlemcen (Nord Ouest Algérien). Fl. Medit, 28, 67-77.

 https://doi.org/10. 10.7320/FlMedit28.067

Meijer, S. S., Catacutan, D., Sileshi, G. W., & Nieuwenhuis, M., 2015. Tree planting by smallholder farmers in Malawi: Using the theory of planned behaviour to examine the relationship between attitudes and behaviour. Journal of Environmental Psychology, 43, 1-12. https://doi.org/10.1016/j.jenvp.2015.05.008

Møller, M., Haustein, S., and Bohlbro, M. S., 2018. Adolescents’ associations between travel behaviour and environmental impact: A qualitative study based on the Norm-Activation Model. Travel Behaviour and Society, 11, 69-77. https://doi.org/10.1016/j.tbs.2017.12.005

Mullan, B., Allom, V., Sainsbury, K., & Monds, L. A., 2015. Examining the predictive utility of an extended theory of planned behaviour model in the context of specific individual safe food-handling. Appetite, 90, 91-98. https://doi.org/10.1016/j.appet.2015.02.033

Newton, P., Miller, D. C., Byenkya, M. A. A., & Agrawal, A., 2016. Who are forest-dependent people? A taxo nomy to aid livelihood and land use decision-making in forested regions. Land Use Policy, 57, 388-395. https://doi.org/10.1016/j.landusepol.2016.05.032

Oettel, J., & Lapin, K., 2021. Linking forest management and biodiversity indicators to strengthen sustainable forest management in Europe. Ecological Indicators, 122, 107275. https://doi.org/10.1016/j.ecolind.2020.107275

Opp, K. D., 2013. Norms and rationality. Is moral behavior a form of rational action? Theory and Decision, 1-27. https://doi.org/10.1007/s11238-012-9315-6

Popa, B., Niță, M. D., & Hălălișan, A. F., 2019. Intentions to engage in forest law enforcement in Romania: An application of the theory of planned behavior. Forest Policy and Economics, 100, 33-43. https://doi.org/10.1016/j.forpol.2018.11.005

Primmer, E., & Karppinen, H., 2010. Professional judgment in non-industrial private forestry: Forester attitudes and social norms influencing biodiversity conservation. Forest Policy and Economics, 12(2), 136-146. https://doi.org/10.1016/j.forpol.2009.09.007

Raziuddin, K., Vaithianathan, S., 2018. A fresh look at understanding green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior. J. Clean. Prod. 183, 46–55. https://doi.org/10.1016/j.jclepro.2018.02.097

Roudgarmi, P., Anssari, N., Farahani, E., 2011. Determining effective socio-economic factors on degradation of Natural Resources in Tehran province, Iranian journal of Range and Desert Reseach, Vol. 18 No. (1), 2011. (in Persian). https://doi.org/10.22092/ijrdr.2011.102052

Sánchez, M., López-Mosquera, N., Lera-López, F., & Faulin, J., 2018. An extended planned behavior model to explain the willingness to pay to reduce noise pollution in road transportation. Journal of cleaner production, 177, 144-154.

 https://doi.org/10.1016/j.jclepro.2017.12.210

Schneiderhan-Opel, J., & Bogner, F. X., 2021. Cannot See the Forest for the Trees? Comparing Learning Outcomes of a Field Trip vs. a Classroom Approach. Forests, 12(9), 1265. https://doi.org/10.3390/f12091265

Scholes, R., Montanarella, L., Brainich, A., Barger, N., ten Brink, B., Cantele, M., ... & Willemen, L., 2018. Summary for policymakers of the assessment report on land degradation and restoration of the Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services. IPBES Secretariat, Bonn, Germany.

https://www.ipbes.net/system/tdf/spm_3bi_ldr_digital.pdf?file=1&type=node&id=28335

Si, H., Shi, J. G., Tang, D., Wu, G., & Lan, J., 2020. Understanding intention and behavior toward sustainable usage of bike sharing by extending the theory of planned behavior. Resources, Conservation and Recycling, 152, 104513. https://doi.org/10.3390/ijerph16152788

Shin, Y. H., & Hancer, M., 2016. The role of attitude, subjective norm, perceived behavioral control, and moral norm in the intention to purchase local food products. Journal of foodservice business research, 19(4), 338-351. https://doi.org/10.1080/15378020.2016.1181506

Soorani, F., & Ahmadvand, M., 2019. Determinants of consumers’ food management behavior: Applying and extending the theory of planned behavior. Waste management, 98, 151-159. https://doi.org/10.1016/j.wasman.2019.08.025

Strydom, W. F., 2018. Applying the theory of planned behavior to recycling behavior in South Africa. Recycling, 3(3), 43. https://doi.org/10.3390/recycling3030043

Sutherland, L. A., 2011. “Effectively organic”: Environmental gains on conventional farms through the market? Land Use Policy, 28(4), 815-824.

 https://doi.org/10.1016/j.landusepol.2011.01.009

Trihadmojo, B., Jones, C. R., Prasastyoga, B., Walton, C., & Sulaiman, A., 2020. Toward a nuanced and targeted forest and peat fires prevention policy: Insight from psychology. Forest Policy and Economics, 120, 102293. https://doi.org/10.1016/j.forpol.2020.102293

Ullah, S., Abid, A., Aslam, W., Noor, R. S., Waqas, M. M., & Gang, T., 2021. Predicting behavioral intention of rural inhabitants toward economic incentive for deforestation in Gilgit-Baltistan, Pakistan. Sustainability, 13(2), 617. https://doi.org/10.3390/su13020617

Vaske, J. J., Landon, A. C., & Miller, C. A., 2020. Normative influences on farmers’ intentions to practice conservation without compensation. Environmental Management, 66, 191-201. https://doi.org/10.1007/s00267-020-01306-4

Wauters, E., Bielders, C., Poesen, J., Govers, G., & Mathijs, E., 2010. Adoption of soil conservation practices in Belgium: an examination of the theory of planned behaviour in the agri-environmental domain. Land use policy, 27(1), 86-94.

https://doi.org/10.1016/j.landusepol.2009.02.009

Zhang, X., Geng, G., & Sun, P., 2017. Determinants and implications of citizens’ environmental complaint in China: Integrating theory of planned behavior and norm activation model. Journal of Cleaner Production, 166, 148-156. https://doi.org/10.1016/j.jclepro.2017.08.020