Document Type : Research Paper
Authors
1 department of agricultural extension and education
2 Department of Agricultural Extension & Education- Faculty of Agriculture, Razi university- Kermanshah
Abstract
Abstract
The present study aimed to investigate the pro-environmental behavior of beekeepers using the integrated Hermann-Ajzen model. The statistical population of this research consisted of beekeepers in Javanrud County (N=180) who had participated in environmental education courses and were studied through a census method. The data collection tool was a researcher-made, three-part questionnaire, whose validity was confirmed by expert faculty members, and its reliability was verified using Cronbach’s alpha, AVE, and CR tests. To examine causal relationships among variables, structural equation modeling (SEM) was employed using Smart PLS software. An analysis of mental processing indicators among the studied beekeepers revealed that the dominant mental styles were, in descending order: yellow mind (Mean = 4.15, SD = 0.91), blue mind (Mean = 3.78, SD = 0.50), green mind (Mean = 3.42, SD = 1.08), and red mind (Mean = 2.96, SD = 1.25). Furthermore, the structural equation modeling results showed no significant relationships between attitude and intention toward pro-environmental behavior (p=0.365, t=0.906), intention and mental processing indicators (p=0.419, t=0.808), pro-environmental behavior and mental processing indicators (p=0.976, t=0.030), and subjective norms and intention toward pro-environmental behavior (p=0.395, t=0.850). Consequently, the null hypothesis remained valid. However, significant relationships were observed between intention and pro-environmental behavior (p=0.011, t=2.541), attitude and mental processing indicators (p=0.015, t=2.441), perceived behavioral control and mental processing indicators (p=0.000, t=3.426), subjective norms and mental processing indicators (p=0.000, t=4.046), perceived behavioral control and pro-environmental behavior (p=0.002, t=3.094), and pro-environmental behavior and perceived behavioral control (p=0.001, t=3.282).
Keywords
- mental processing indicators
- Hermann model
- pro-environmental behavior
- planned behavior model
- beekeeper
Main Subjects
)