Why Do They Continue to Use Pesticides? The Case of Tomato Growers in Boushehr Province in Southern Iran

Abstract

Despite huge environmental, economical, health, and societal costs of pesticides, research has argued that farmers in developing coun tries will continue to use pesticides. The present study used an extended model of the the ory of planned behavior (TPB), which includes the additional variables of moral no rm and self-identity, to predict the farmers’ decisions (intentions) regarding pesticide s usage in a multistage, clustered random sample of farmers (n= 150) in a face-to- fac e survey of students that was undertaken in Dyer County in Southern Iran. The rel iability and validity of the instruments were examined and approved. Findings re vealed that the extended model is an improvement over the standard TPB variables for predicting intention. Hierarchical regression analysis showed that attitude, subjectiv e norm, perceived behavior control and self-identity can predict 63% of variances in farme rs’ intentions. In conclusion, the results of this study demonstrated that the extended TPB ca n be used as a conceptual framework for intervention programs aimed at decreasing pesti cides spraying intention. Keywords: Moral norm, Self-identity, Theory of Planned Behav ior.