Analysis of farmers’ environmental sustainability behavior: the use of norm activation theory (a sample from Iran)

Human activities are the most effective and significant cause of environmental changes, some which destructive others beneficial. One steps to protect environment is assess farmers’ behavior in achieving goals sustainability. This study aimed analyze sustainability farmers using norm activation theory (NAT) a questionnaire-based survey. The statistical population comprised wheat Kermanshah province, Iran (N = 126,900). sample size was determined be 382 by Krejcie Morgan’s table. validity questionnaire verified experts its reliability confirmed pilot test calculating Cronbach’s alpha. Five variables perceived control, self-efficacy, ascription responsibility, denial awareness consequences had effects on personal norms. variable norms effect sustainable behavior. By large, it can concluded that NAT adequately account for farmers.