Appropriate strategies to strengthen green ethics in the consumption behavior of rural households: A case study of the central district in Khaf County

Document Type : Research Paper


1 Assistant professor and faculty member, Department of Geography and Rural Planning, Faculty of Literature, Ferdowsi University of Mashhad, Mashhad, Iran.

2 MSc. Student of science in geography and rural planning, Ferdowsi University of Mashhad, Mashhad, Iran.


This study aims to provide optimal strategies to strengthen green ethics in relation to the consumption behavior of rural families. The research is an applied type, and its method is descriptive-analytic. The subjects of analysis are the rural households in the central area of Khaf County. A documentary method was used, and the field data collection tool was a questionnaire. In this study, the tools that strategic planning and management benefited from were SWOT and QSPM. Based on the field studies and the documents, 18 advantages and 12 weaknesses were identified as opportunities and threats facing the green ethics in rural households in relation to their consumption behavior. According to the final scores in the evaluation matrix, the internal and external factors were 2.64 = IFE 2.86 = EFE respectively. These scores were used to boost the green ethics and the corresponding optimal aggressive strategies. Then, the desirable strategies were prioritized by means of the Quantitative Strategic Planning Matrix (QSPM). The strategy of "massive financial and technical support of indigenous knowledge in the field of green ethics" scored 1.045 and was, therefore, determined as the most important strategy. Since human behavior is involved in any environmental issue, it is necessary for managers to correct human relationships with the environment based on the patterns consistent with green ethics.


Main Subjects

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