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Paper Information

Journal:   CO - OPERATION AND AGRICULTURE (TAAVON)   winter 2019 , Volume 7 , Number 28 ; Page(s) 103 To 136.

Predicting the Factors Affecting Cooperative Production Member Palm Owners’ Behavior in Dashtestan Township in Relation to Water Conservation: Compare the Power of the Theories of Planned Behavior and Norm-Activation Model

* Department of Agricultural Extension and Education, Agricultural Sciences and Natural Resources University of Khuzestan, Mollasani, Ahwaz, Iran
The purpose of this study was comparison power of theories of planned behavior and norm-activation model in predicting palm owners’ behavior in Dashtestan Township and determination of factors affecting on water conservation. In this research, data have been collected with questionnaire and through survey research. Validity was gained by a panel of expert approved and its reliability was confirmed through coefficient (Cronbach’ s) alpha (0. 70-0. 86). Population consisted of palm owners’ who were Dashtestan Township by using multistage random sampling technique, 300 individuals palm owners’ were selected Dashtestan Township. The findings showed that the variables normactivation theory with predicting 24 percent of palm owners’ behavior in relation to water conservation than the variables planned behavior theory with predicting 45 percent of palm owners’ behavior in relation to water conservation was less powerful.
Keyword(s): Theory of Planned Behavior,Water Conservation Behavior,Norm-Activation Theory,Cooperative Production Member,Palm Owners
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