Analysis of Psychological Factors Affecting Water Conservation Behavior among Farmers in Delfan County

Document Type : Research Paper

Authors

Department of Agricultural Economics and Rural Development, Lorestan University, Khorramabad, Iran

Abstract

A B S T R A C T
One of the most important issues that has emerged in the world in recent decades and has limited the environment is the reduction of water resources. Water resources are considered one of the most essential development elements, especially in the agricultural sector. Thus, water conservation behavior among farmers is very important for ensuring the long-term sustainability of agriculture. Therefore, this study aims to analyze water conservation behavior among farmers in Delfan County, Lorestan Province. The statistical population of this study includes all irrigated wheat farmers in Delfan County (N=3614), and based on the Krejcie and Morgan table, 350 farmers were selected as samples using the cluster sampling method with proportional assignment. A standard questionnaire of the developed theory of planned behavior was used to collect data. Structural equation modeling was used to analyze the data using Smart-PLS4 software. Based on the developed theory of planned behavior, this study showed that the variables of attitude and descriptive norms, emphatic norms, and intention had a positive and significant effect on behavior and could predict 33% of the variability of the behavior variable in total. Therefore, efforts to promote agricultural water conservation should have a multifaceted approach, focusing on strengthening intention and positive attitudes and using descriptive and emphatic social norms to create an environment conducive to sustainable water use.
Extended Abstract
Introduction
Today, the reduction of water resources is one of the most critical threats to humans and living organisms and, at the same time, a serious global challenge in the current era. On the other hand, the increasing water shortage is one of the most important bottlenecks in agricultural development. Irrigated agriculture accounts for a major share of water consumption and surface and groundwater withdrawal. This is especially true in developing countries that have faced severe water shortages in recent years due to poor utilization of water resources and low acceptance of improved methods. Available statistics show that Iran is one of the countries with severe water stress in terms of water resources and also faces water shortages due to its location in the arid and semi-arid regions of the Middle East and frequent droughts so its average annual rainfall reaches 250 mm. In Iran, 70 percent of total water withdrawal is carried out by agricultural activities. In the agricultural sector, factors such as the lack of cropping patterns appropriate to the water conditions of the target areas and the low productivity of traditional irrigation systems have exacerbated the water crisis in most parts of Iran. Therefore, the conservation of water resources by farmers is very important for the success of water conservation programs in Iran and should be one of farmers' main responsibilities and goals. However, growing literature shows that farmers' adoption of water conservation technologies requires an understanding of the conditions under which the adoption of water conservation technologies occurs. Understanding farmers' behavior is an important part of the decision-making process, so examining farmers' perceptions of water conservation and the adoption of water conservation practices is essential. By understanding how farmers use and manage water, decision-makers can identify gaps in knowledge, attitudes, and practices that hinder efficient water use. This insight helps inform policies that promote sustainable agricultural practices and ensure long-term water availability. In addition, it supports the development of incentives and subsidies that encourage the adoption of water-saving technologies. Adapting educational programs and extension services based on farmers' behavior can also improve outreach efforts. Furthermore, effective analysis allows policymakers to design region-specific solutions, addressing the unique challenges of different farming communities. Thus, this research aims to analyze the factors influencing water conservation behavior among farmers in Delfan County.
 
Methodology
This research is applied in terms of its purpose, in terms of controlling variables, in terms of field-based, and in terms of collecting statistical data; it is non-experimental (descriptive research). Survey and correlational research methods were used to achieve the research objectives. The statistical population of this research was irrigated wheat farmers in Delfan County, Lorestan Province, which, according to the statistics obtained, was 3614 people. The sample size was determined as 350 people using the Krejcie and Morgan table. A three-stage cluster sampling method was used to select the research samples. The instrument of this research was a researcher-made questionnaire whose items were designed based on the components of the developed theory of planned behavior and previous studies. The validity of the research instrument was examined using experts, researchers, and professors' opinions on water engineering, rural development, and agriculture. Cronbach's alpha coefficient was used to measure reliability, and the values ​​obtained were within the desired range (above 0.7). Mean and standard deviation were used for descriptive analysis. The correlation test was used in the inferential analysis section, and the structural equation modeling method was used using Smart-PLS4 software to test the research hypotheses.
 
Results and discussion
The results showed that four of the seven hypotheses were confirmed based on the developed theory of planned behavior. The attitude and descriptive norms variables had a positive and significant effect on intention and jointly predicted 52.2% of the variance in the intention variable. However, the grammatical norms, self-efficacy, and perceived behavioral control variables did not have a significant effect on intention, and these hypotheses were not confirmed. On the other hand, the intention and grammatical norms variables had a positive and significant direct effect on behavior. They predicted a total of 33.2% of the variance in the behavior variable.
The results of structural equation modeling showed that behavioral intention plays the most positive and significant role in predicting actual water conservation behavior among farmers. This means that farmers with a strong intention or desire to conserve water are more likely to engage in actions that reflect this intention. If a farmer is mentally prepared and determined to conserve water, he or she is likely to pursue practical actions. Furthermore, to increase water conservation behavior, efforts should focus on strengthening farmers’ intentions to conserve water. This can be achieved by creating programs that foster strong personal commitment, such as pledges or goal setting, and by aligning conservation practices with farmers’ values ​​or long-term benefits (such as cost savings or increased productivity). The results also showed that farmers’ attitudes toward water conservation are key in shaping their intention to adopt these behaviors. Farmers who have a positive attitude towards water conservation are more likely to engage in water conservation practices. This highlights the importance of psychological and perceptual factors in influencing behavior, possibly more than external factors such as policy or economic incentives. Therefore, programs and interventions should focus on changing farmers’ attitudes to strengthen water conservation efforts. The results also showed that descriptive norms have a positive and significant effect on farmers’ intention to engage in water conservation behavior. In other words, when farmers observe or believe that their peers or other farmers are conserving water, they are more likely to adopt similar conservation behaviors. So, to encourage widespread water conservation, it is important to create visible examples of farmers adopting these practices. Emphasis norms also have a positive and significant effect on farmers’ water conservation behavior. This means that farmers are more likely to engage in water conservation if they believe their community, peers, or influential figures expect or encourage them to do so. Farmers’ water conservation behavior is strongly influenced by social approval and perceived obligations. Thus, to encourage water conservation behavior, initiatives should focus on reinforcing affirmative norms by highlighting social approval for conservation. This can be done by encouraging respected community members or local leaders to support and promote water-saving practices publicly.
 
Conclusion
Ultimately, promoting water conservation among farmers requires cultivating strong personal intentions and positive attitudes and exercising social influence through descriptive and affirmative norms. Programs encouraging peer participation, community expectations, and positive attitudes toward conservation can significantly increase farmer participation in water conservation practices.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
 We are grateful to all the scientific consultants of this paper.
 

Keywords

Main Subjects

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Journal of Rural Research
Volume 16, Issue 4
October 2025
Pages 57-75

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History

  • Receive Date: 05 July 2025
  • Revise Date: 09 October 2025
  • Accept Date: 18 November 2025

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