How rationality, morality, and fear shape willingness to carry out organic crop cultivation: a case study of farmers in southwestern Iran

Abstract

Increasing concerns for human and environmental health have led to calls for a transition from conventional farming systems (CFS) with intensive external inputs to organic farming (OF). While farmers are the most important element in this transition, understanding how and why they intend to make this shift is critically important. This study utilized the Theory of Planned Behavior (TPB) to examine the roles of rationality, morality, and fear in predicting the willingness of farmers to farm organically. A cross-sectional survey study was conducted among 320 farmers in southwestern Iran selected through multi-stage, stratified, random sampling. The combined analysis of three dimensions—rationality, morality, and fear—enhanced the predictive power of the TPB from 40% (original TPB) to 65% (extended TPB). The morality consideration was the strongest predictor of willingness to cultivate organic products, followed by fear and perceived behavioral control. Interestingly, other components of rationality (attitudes and subjective norms) failed to predict willingness. The results of the current study can help policymakers and planners design, develop, and implement strategies and policies to encourage farmers to cultivate healthy and environmentally friendly organic products.