A behavioral model of greenhouse owners in healthy crop production: The case of Kerman province

Abstract

Increasing agricultural production in greenhouses is vital to meet the demands of a growing global population. However, this expansion is often accompanied by environmental challenges and product contamination resulting from the excessive use of agricultural inputs. In response, there is a growing global interest in greenhouse products with lower contamination and improved health attributes. This study aims to examine the psychological factors influencing Iranian agricultural greenhouse owners' intentions to produce healthy products, using the Theory of Planned Behavior (TPB) as the analytical framework. Data were collected using a structured questionnaire, which was validated for content, structural, and discriminant validity, and assessed for composite reliability. Hypothesis testing was conducted using SmartPLS 3 software. The findings revealed that while greenhouse owners expressed positive intentions and a sense of responsibility toward healthy production, actual implementation remained limited. The psychological constructs assessed in the model accounted for 44% of the variance in owners' intentions to produce healthy products. These results suggest that fostering sustainable behavior requires enhancing intrinsic motivation and strengthening behavioral intentions. Accordingly, policies and educational programs should prioritize strategies that reinforce the commitment of greenhouse owners to healthy and sustainable production practices. The insights gained from this study can inform policymakers, agricultural extension agents, and researchers seeking to promote more sustainable agricultural systems.