Factors Affecting Green Production Behavior among Fruit Farmers in Ilam Province

Document Type : Original Article

Authors

1 Department of Horticultural Sciences, Faculty of Agriculture, Ilam University, Ilam-Iran.

2 Department of Entrepreneurship and Rural Development, Ilam University, Ilam, Iran

Abstract

Introduction
The advancement of global economic development has been accompanied by significant environmental degradation, including climate change, depletion of natural resources, and pollution such as acid rain. Environmental concerns have now become a critical global challenge, prompting governments and institutions worldwide to promote sustainable practices. In response, green production and consumption have emerged as dominant trends, driven by growing public awareness and demand for environmentally friendly products. Consumers increasingly prioritize health and safety, particularly in food products, making the quality of fruits a key factor in purchasing decisions. This shift has compelled producers, especially in agriculture, to adopt green production methods. This study investigates the factors influencing green production behavior among fruit farmers in Ilam Province, Iran. Grounded in Ajzen’s Theory of Planned Behavior (TPB), the research extends the model by integrating additional constructs—moral norms, perceived risk, perceived benefits, and perceived value—to better explain the behavioral intentions and actions of fruit farmers toward sustainable agricultural practices.
 
Methodology
This applied, descriptive-correlational study adopted a quantitative research design using variance-based structural equation modeling (PLS-SEM). The target population consisted of 6,317 registered fruit farmers in Ilam Province. A stratified random sampling method with proportional allocation was employed to select 209 participants, ensuring representativeness across regions and farm sizes. Data were collected via a structured questionnaire, whose content and construct validity were confirmed through expert review and confirmatory factor analysis. Reliability was established using Cronbach’s alpha (α> 0.7) and composite reliability (CR> 0.7). Descriptive statistics (frequencies, means, standard deviations) and inferential analyses were conducted using SPSS 26 and SmartPLS 3. The measurement and structural models were evaluated for validity, reliability, and model fit, with path coefficients and significance levels assessed via bootstrapping (5,000 resamples).
 
Findings
The measurement model demonstrated strong unidimensionality, convergent and discriminant validity, and high reliability for all constructs. The structural model explained approximately 51% of the variance in green production behavior among fruit farmers. Results revealed that perceived behavioral control, green production intention, perceived benefits, and perceived value had positive and statistically significant effects on green production behavior at the 1% significance level. Subjective norms were significant at the 5% level, indicating the influence of social and community expectations. Conversely, perceived risk exerted a significant negative effect, suggesting that uncertainty about costs, yields, or market access hinders green adoption. Notably, moral norms and attitude did not show statistically significant direct effects. The path from perceived behavioral control to green production intention indicated a weak effect size, while the link between green production intention and actual behavior was moderate, underscoring the importance of intention as a behavioral driver. The model also demonstrated high predictive power (Q²> 0.25) for endogenous constructs, particularly green production behavior, intention, and perceived value.
 
Discussion and Conclusion
The findings confirm that the extended TPB model is effective in explaining green production behavior among fruit farmers in Ilam Province. Key determinants include perceived behavioral control, intention, perceived benefits, subjective norms, and perceived value, while perceived risk acts as a barrier. These insights offer actionable implications for policymakers and agricultural extension services. To promote green production, it is essential to strengthen farmers’ sense of control through training programs, technical support, and access to green inputs. Given the influence of subjective norms, collaboration with trusted community figures—such as religious leaders, local councils, and respected elders—can amplify pro-environmental messaging and discourage the use of chemical pesticides and fertilizers. Economic incentives, including guaranteed purchase schemes, premium pricing, subsidies, and recognition through local festivals, can enhance perceived benefits and motivate adoption. To mitigate perceived risks, risk-reduction mechanisms such as insurance schemes, price guarantees, and demonstration farms should be implemented. Furthermore, awareness campaigns—using brochures, videos, and village-level workshops—can educate farmers on the long-term environmental and health benefits of sustainable practices. Finally, showcasing successful green farming models can strengthen intentions and facilitate behavioral change. This study provides a validated framework for understanding and promoting sustainable agriculture in similar rural and agricultural contexts.

Keywords

Main Subjects

References

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