Extending the Model of Planned Behavior to Predict the Intention of Producing Organic Products among Isfahan Cucumber Greenhouse Owners by Moral Norm Variable

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SANDOGHI ATIE; RAHELI HOSSEIN

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Journal: Iranian Journal of Agricultural Economics and Development Research Year:2017 | Volume:47-2 | Issue:4 Page(s): 961-974

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Title

Extending the Model of Planned Behavior to Predict the Intention of Producing Organic Products among Isfahan Cucumber Greenhouse Owners by Moral Norm Variable

Author(s)

SANDOGHI ATIE | RAHELI HOSSEIN | Issue Writer Certificate

Keywords

OrganicQ1

GreenhouseQ2

Structural equation modelingQ2

Theory of planned behaviorQ1

IsfahanQ2

Abstract

The present study investigates behavioral intention of Greenhouse owners regarding Organic cucumber production in Isfahan and sought to identify the factors that stimulate producers to produce Organic products. Data were gathered in 2015 through field surveys from 114 Greenhouse owners, by designing and filling a researcher made questionnaire using a stratified sampling method. Causal relationship between variables was investigated through Structural equation modeling and Theory of planned behavior (TPB). Findings revealed that attitude in the TPB model can predict 37% of variances in intention of producing Organic products by Greenhouse owner and while in the extended Theory of planned behavior (ETPB) the Attitudes and Moral norms can predict 58% of variances in intention of producing Organic products. Also according to the results of both models, perceived behavioral control (control beliefs) and Subjective norms had no significant effects on predicting intention of Greenhouse owner. In conclusion, results indicate that both models are suitable for investigating Greenhouse owner’ s intention regarding production of Organic products, while adding moral norms to the TPB as an additional predictor, significantly increased the predictive power of the original model. Therefore, designing of interventional programs based on improving Attitudes and Moral norms of Greenhouse owner in order to encourage them to produce Organic products is recommended.

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APA: Copy

SANDOGHI, ATIE, & RAHELI, HOSSEIN. (2017). Extending the Model of Planned Behavior to Predict the Intention of Producing Organic Products among Isfahan Cucumber Greenhouse Owners by Moral Norm Variable. IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH, 47(4 ), 961-974. SID. https://sid.ir/paper/146315/en

Vancouver: Copy

SANDOGHI ATIE, RAHELI HOSSEIN. Extending the Model of Planned Behavior to Predict the Intention of Producing Organic Products among Isfahan Cucumber Greenhouse Owners by Moral Norm Variable. IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH[Internet]. 2017;47(4 ):961-974. Available from: https://sid.ir/paper/146315/en

IEEE: Copy

ATIE SANDOGHI, and HOSSEIN RAHELI, “Extending the Model of Planned Behavior to Predict the Intention of Producing Organic Products among Isfahan Cucumber Greenhouse Owners by Moral Norm Variable,” IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH, vol. 47, no. 4 , pp. 961–974, 2017, [Online]. Available: https://sid.ir/paper/146315/en

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