Owner & Primary Publisher: University of Tehran; Journal of Rural Research 2008-7373 15 1 2024 05 21 Factors Affecting the Intention of Rural Households in Baghmalek County to Protect Water in the Domestic Sector Factors Affecting the Intention of Rural Households in Baghmalek County to Protect Water in the Domestic Sector 132 147 91823 10.22059/jrur.2023.351630.1798 FA Moslem Savari Assistant Professor, Department of Agricultural Extension and Education, Faculty of Agriculture Engineering and Rural Development, Agricultural Sciences and Natural Resources University of Khuzestan, Mollasani, Iran. 0000-0002-1760-8296 Ameneh Savari Mombeni PhD, Department of Agricultural Extension and Education, Faculty of Agriculture Engineering and Rural Development, Agricultural Sciences and Natural Resources University of Khuzestan, Mollasani, Iran. 0000-0003-4898-1082 Hamed Izadi PhD Student, Department of Agricultural Extension and Education, Faculty of Agriculture Engineering and Rural Development, Agricultural Sciences and Natural Resources University of Khuzestan, Mollasani, Iran. 0000-0002-1668-1387 Journal Article 2022 11 25 The information required for the research was collected using a survey and a questionnaire. The collected data were analyzed using the structural equation modeling approach using SPSS and Amos software. The statistical population of this study consisted of rural households in four rural areas of Baghmalek County of Khuzestan province (N = 3005) households based on the Krejcie and Morgan table, and the sample size of 340 households was selected. Sample individuals were studied using a stratified sampling method with proportional assignment. The results obtained from the model of structural equations of path analysis also showed that the structures of perceived reaction effectiveness, perceived self-efficacy, ethical norm, information, and knowledge and habit have a positive, direct, and significant effect on the behavioral desire of rural households to protect water. Finally, the developed theory of conservation motivation can predict 54% of the variable changes in the behavioral tendency of rural households towards water conservation. The results showed that the theory used was efficient in this field. Therefore, water policymakers need to know that psychological factors are part of sustainable behavior. Using incentives and restrictions cannot help promote safe behavior in the environment unless people are psychologically prepared for a behavior. In this regard, it is recommended that local institutions and government organizations support the protection of natural resources, especially water, by holding training classes, workshops, and seminars. The concern of water protection and the need to pay attention to it have also been created in the audience's minds, as well as people's participation and increased willingness to protect water. The information required for the research was collected using a survey and a questionnaire. The collected data were analyzed using the structural equation modeling approach using SPSS and Amos software. The statistical population of this study consisted of rural households in four rural areas of Baghmalek County of Khuzestan province (N = 3005) households based on the Krejcie and Morgan table, and the sample size of 340 households was selected. Sample individuals were studied using a stratified sampling method with proportional assignment. The results obtained from the model of structural equations of path analysis also showed that the structures of perceived reaction effectiveness, perceived self-efficacy, ethical norm, information, and knowledge and habit have a positive, direct, and significant effect on the behavioral desire of rural households to protect water. Finally, the developed theory of conservation motivation can predict 54% of the variable changes in the behavioral tendency of rural households towards water conservation. The results showed that the theory used was efficient in this field. Therefore, water policymakers need to know that psychological factors are part of sustainable behavior. Using incentives and restrictions cannot help promote safe behavior in the environment unless people are psychologically prepared for a behavior. In this regard, it is recommended that local institutions and government organizations support the protection of natural resources, especially water, by holding training classes, workshops, and seminars. The concern of water protection and the need to pay attention to it have also been created in the audience's minds, as well as people's participation and increased willingness to protect water. https://jrur.ut.ac.ir/article_91823_6e1f1cd37704e111c615b93a6f2d2656.pdf