Application of cultural theory in analysis of farmers' water conservation behavior in Neyshabur Plain.

Nowadays, water scarcity for food production has created widespread concerns around the world, especially in Iran. Considering that agricultural sector is the largest consumer of water in Iran and farmers are the main target of all the policy effort to conserve water but they do not use the available water appropriately. Thus, understanding farmers' behavior towards water conservation can help policymakers to formulate comprehensive water protection policies and practices. The present study by using cultural theory analyzed the water conservation behavior of farmers in Neishabour plain. The statistical population of this study was the farmers of Neyshabur Plain (N=1300), that 235 farmers based on Cochran formula, were selected through a random cluster sampling design. Data were collected using a authors-made questionnaire. Which its validity was approved by a panel of experts and questionnaire’s internal reliability was investigated using composite reliability (0.69-0.94). The results of the study showed that the egalitarianism worldview has had the highest rate among farmers, and the lowest was individualism. The four variables of attitude, risk perception, subjective norm and responsibility affect directly and the egalitarianism, hierarchy, and fatalism worldviews affect indirectly on intention of individuals to water conservation. Also, water conservation behavior is significantly explained by intention. Finally, based on the results of the study, recommendations provide for water conservation.