Summary
This 2025 study applies values-beliefs-norms theory to explore psychological and social drivers of pro-environmental farming behaviour among summer crop farmers in southern Iran. The research uses VBN constructs to identify which combination of farmer values, environmental awareness, and personal responsibility norms predict uptake of sustainable practices. The findings contribute to understanding how farmer decision-making on environmental adoption might be shaped by underlying psychological motivations, relevant for policy design targeting agricultural sustainability in arid and semi-arid regions.
UK applicability
Whilst the VBN theoretical framework has broad applicability, the specific findings from southern Iranian summer cropping systems may have limited direct transfer to UK temperate farming contexts, which differ markedly in climate, crop type, and institutional support structures. However, the methodological approach to understanding farmer behaviour drivers could inform UK policy efforts to encourage uptake of environmental practices in arable farming.
Key measures
As suggested by the VBN framework: personal values, environmental beliefs, ascription of responsibility, personal norms, and self-reported pro-environmental behaviour adoption among surveyed farmers
Outcomes reported
The study examined psychological and social drivers of pro-environmental behaviour adoption among summer crop farmers in southern Iran, using values-beliefs-norms (VBN) theoretical framework. Outcomes likely included identification of which farmer values, environmental beliefs, and personal norms correlate with sustainable farming practice adoption.
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