Mangrove forests are one of the most important habitats in the world and one of the most beautiful manifestations of nature. They are also among the oldest living creatures on the planet. Mangrove forests can sequester huge amounts of greenhouse gases, protect lives from floods and purify water, but in recent years they have been threatened with extinction and destruction. Studies show that in some countries, including Iran, more than 40% of mangrove forests have disappeared. This is why it is so important to protect the remaining mangroves. In this regard, the main objective of this research was to identify the determining factors for the use of mangrove forest conservation measures in Iran. This study used the theory of values, beliefs and norms (VBN) as the theoretical framework. The study used a survey questionnaire and structural equation modeling (SEM). It focused on all rural households in Minab city (southern Iran). The results showed that VBN can explain 69.4% of the variance in mangrove forest protection behavior. The results of SEM showed that the variables were egoistic value (EV), altruistic value (AV), biospheric value (BV), ecological paradigm (NEP), awareness of consequences (AC), attribution of responsibility (AR) and personal norms (PN) have a significant impact on the adoption of mangrove forest conservation behaviors. From a practical perspective, this study provides a logical rationale for using VBN in the application of forest conservation behaviors. The results of this study can help policy makers encourage rural households to adopt safe and environmentally friendly behaviors.
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