Socio-cognitive analysis of farmers' water conservation behaviour: The case of the Kavar plain, Iran.

Agricultural activities have a lot of effects on the environment so that water conservation measures help produce crops and consume water resources sustainably. The present research mainly aimed to explore farmers' water conservation behaviour using the comprehensive action determination model (CADM). The research was conducted on the farmers in the Kavar plain in Fars province, Iran (N = 4000). The sample including 351 farmers was taken by the stratified random sampling technique. The measurement instrument was a questionnaire whose face and content validity was confirmed by a panel of experts. To check its reliability, a pilot study was conducted to calculate Cronbach's alpha and composite reliability (CR). The results showed that the indicators used to measure the research variables properly fitted the factor structure and the theoretical framework of the study. Based on the results, social norms (β = 0.26), personal norms (β = 0.22), attitude (β = 0.33), objective constraints (β = 0.38), and subjective constraints (β = 0.29) affect farmers' water conservation intention positively and significantly. Also, farmers' behaviour is influenced by their intention (β = 0.6), as well as their subjective (β = 0.73) and objective constraints (β = 0.58). It can be concluded that farmers' water conservation behavior is shaped by a process that involves their normative process, habitual process, situation, and attitudes.