Altruistic Values Research Articles

Altruistic values among students of Nursing, Midwifery, Physiotherapy, and Health Psychology: a cross-sectional study

Aim – to study the altruistic values of o group of nursing, midwifery, and physiotherapy students, and how these values evolved throughout academic years and across study programs. The study used a descriptive correlational design. The data were collected from students in the bachelor’s degree programs in nursing, midwifery, and physiotherapy, and in the master's degree program in health psychology (students in this program have completed bachelor’s degrees in nursing, midwifery, or physiotherapy). The Faculty of Natural Sciences at the University of Shkodra “Luigi Gurakuqi”, Albania offers bachelor’s degree programs in nursing, midwifery, physio­therapy and a professional master's degree in health psychology. During the academic year 2022-2023, the number of active students was 756. A total of 457 students participated in this study: 175 from the nursing program, 130 from the midwifery program, 107 from the physiotherapy program, and 45 from master program. Data were collected from December 1, 2022, through January 31, 2023, with an online questionnaire. Two tools were used in this study: a demographic questionnaire and the Altruism Scale used by Űmmet and colleagues. The mean score on the Altruism Scale was 2.9±0.78. A one-way ANOVA revealed that there was a difference in mean altruism score between at least two groups (F (3, 452) = [3.232], p=0.02). Tukey’s HSD Test for multiple comparisons found out that the mean value of altruism was different between the bachelor students in nursing and bachelor students in physiotherapy (p=0.011, 95% CI = [0.0498, 0.5448]). Compared to others, bachelor students in nursing had higher level of altruism and bachelor students in physiotherapy had lower level of altruism. Conclusions: The results showed that it is precisely the feeling of altruism that people have, which made them choose nursing as a profession. Since altruism is so important for the nursing profession, topics related to altruism should be included in nursing curricula.

Exploring the drivers of pro-environmental behavioral intentions in an emerging nation

PurposeDrawing on the theory of planned behavior and value-belief norms theory, this study aims to explore the causes of pro-environmental behavioral intentions in the context of Sri Lanka.Design/methodology/approachData were garnered from 503 subjects with the aid of self-reported questionnaires. The formulated hypotheses were examined using a variance-based statistical approach (PLS-SEM).FindingsThe findings of the study revealed that personal values, particularly altruistic and biosphere values, significantly strengthen the psychological drivers of pro-environmental behavioral intentions. The study further found that religiosity enhances the association between personal norms and pro-environmental behavioral intentions and the place attachment augments the relationship between attitude and pro-environmental behavioral intentions.Practical implicationsThis study suggests that instilling altruistic and biosphere values in individuals can boost pro-environmental behavioral intentions. Campaigns and educational programs could focus on instilling these values to foster responsibility and empathy. Recognizing the influence of religiosity on pro-environmental behaviors and attitudes, this study suggests collaborative efforts between organizations and religious institutions. Religious leaders can integrate environmental stewardship into teachings, emphasizing ethical responsibilities.Originality/valueThe study pushes back the frontiers of environmental consciousness literature by highlighting the importance of personal values, psychological factors and contextual variables such as religiosity and place attachment in fostering pro-environmental behavior within the specific context of an emerging country – Sri Lanka.

The Role of Perceived Entrepreneurial Feasibility in The Influence of Altruism on College Students' Social Entrepreneurial Intention

This study aims to analyze the role of perceived entrepreneurial feasibility as a mediator between altruism and college students’ social entrepreneurial intention (SEI). This research used a quantitative approach within a cross-sectional design. The sample for this study comprised 309 people (from a total population of 1.364 people) using proportionate stratified random sampling from several undergraduate programs in the Universitas Sebelas Maret grades of 2020th and 2021st. This research instrument used a questionnaire that was adopted and developed based on previous research instruments. Statistical analysis techniques were used to conduct descriptive, correlational, and mediation tests with path analysis using IBM SPSS Statistics 25 software. The results indicated that altruism has a significant direct effect on perceived entrepreneurial feasibility (β = 0,484; p < 0,001) and SEI (β= 0,310; p < 0,001). Furthermore, the results also revealed that perceived entrepreneurial feasibility plays a vital role with a strong direct effect on SEI (β = 0,523; p = 0,001) while also acting as a partial mediator between altruistic and SEI of college students. Therefore, university policymakers and educators need to integrate the values of altruism into the curriculum to increase perceived entrepreneurial feasibility and SEI among college students.

Impact of perceived value in virtual brand communities on purchase intention of domestic electric vehicles

The consumption value seems to be insufficient to explain consumers' domestic electric vehicle purchase behaviour, especially in a highly competitive global environment. This study aims to investigate how consumer ethnocentrism and perceived interactivity influence consumption value and pro-environmental value, subsequently affecting attitude and intention. A total of 353 valid questionnaires were collected through convenience sampling in Xuzhou, China, and the partial least square (PLS) path modelling approach was performed to test the hypotheses. The results show that consumer ethnocentrism and perceived interactivity positively influence function value, emotional value, and social value; perceived interactivity also positively influences altruistic value, biospheric value, and collectivistic value. Function value, social value, and collectivistic value positively influence attitude; however, emotional value, altruistic value and biospheric value did not find a correlation with attitude. Furthermore, attitude positively influences intention to adopt domestic electric vehicles. Finally, the theoretical and practical implications, as well as limitations were discussed accordingly.

Work values, perceived employability and rural employment intention among Chinese college students: the mediating effect of protean career orientation

ABSTRACT The rural employment of college students is necessary to address the lack of rural talent and realize rural revitalization. However, there are challenges related to intention, action, rootedness, and integration in college graduates’ rural employment. This study hypothesized that college students’ perceived employability and work values positively predicts their rural employment intention, and that protean career orientation plays a mediating role in this predictive relationship. A total of 2,303 Chinese students (females = 60.7%) from three different types of colleges and universities (double first-class universities = 23.2%, ordinary undergraduate universities = 35.9%, higher vocational colleges = 40.9%) participated in a survey using the Work Values, Perceived Employability, Protean Career Orientation and Rural Employment Intention Scales. Descriptive and demographic differences results showed that students’ rural employment intention was at a general level, and that those who were not the only child, from higher vocational colleges, were born in rural areas, and had low parental education had relatively higher rural employment intention. Path analysis results showed that students’ altruistic work values and perceived employability significantly predicted their rural employment intention, and protean career orientation was a significant mediating variable in this relationship. These findings have implications for innovation in college employment work.

Predicting attitude and intention to reduce food waste using the environmental values-beliefs-norms model and the theory of planned behavior

This study examined the role of biospheric and altruistic values in shaping pro-environmental beliefs, which can subsequently influence personal norms and lead to more positive attitudes and intentions regarding food waste reduction. Accordingly, the value, belief, and norm (VBN) theory and the theory of planned behavior (TPB) were integrated to develop the research model. Data were collected from 1,042 Chinese individuals. Partial least squares structural equation modeling was employed for data analysis, complemented by multi-group analysis (MGA), to examine gender and education-related differences. Both biospheric and altruistic values have been found to contribute to the strengthening of pro-environmental beliefs. Personal norms are activated directly and indirectly through a causal chain of pro-environmental beliefs regarding food waste reduction. The positive effect of social norms on personal norms, attitudes toward food waste reduction, and food waste reduction intention indicates that individuals in social groups with food waste reduction practices internalize these norms and transform their attitude toward food waste reduction, reinforcing their intention to reduce food waste. Furthermore, the MGA results revealed that significant differences between gender subgroups emerged only for the relationship between biospheric and altruistic values of pro-environmental beliefs and social and personal norms. This study enriches the VBN and TPB frameworks by underlining their applicability and relevance in food waste reduction. Practically, this study guides tailored interventions, policy formulations, and educational campaigns that harness intrinsic motivations and leverage social norms to foster sustainable behavior toward food waste.

Tourist Values and Well-Being in Rural Tourism: Insights from Biodiversity Protection and Rational Automobile Use in Al-Ahsa Oasis, Saudi Arabia

In response to the escalating significance of sustainable tourism and the growing global concern for environmental conservation, the current study sought to investigate the intricate dynamics of two pro-environmental behaviors (biodiversity protection and rational car use), personal values (altruistic, biospheric, and egoistic), farm tourists’ well-being, and environmental and activity attachment among farm tourists in the Al-Ahsa region of Saudi Arabia. Employing an online survey, our methodology involved partial least structural equation modeling to unravel the complex relationships among these variables. Based on responses retrieved from 309 farm tourists, results revealed that biodiversity protection significantly influenced altruistic values and the well-being of farm tourists. Additionally, rational automobile use exerted positive impacts on both altruistic and biospheric values. These results underscore the intricate dynamics shaping tourists’ attitudes and experiences in the Al-Ahsa region. The study contributes to the broader understanding of sustainable tourism practices, emphasizing the need for tailored interventions. The positive associations identified highlight the potential for farm tourism experiences to enhance both pro-environmental values and the well-being of tourists, thus offering valuable insights for future research and sustainable tourism initiatives.

Exploring Sustainable Clothing Consumption in Middle-Income Countries: A case study of Romanian consumers

Abstract The overconsumption of consumers under today’s increasingly scarce natural resources has overwhelmed the textile industry in middle-income countries, such as Romania. It is becoming more and more essential to encourage sustainable clothing consumption behaviors, such as purchasing recyclable clothes. Notwithstanding, there is a limited number of studies trying to understand the intrinsic factors that motivate consumers’ purchase intention toward sustainable clothes in middle-income countries. Moreover, the effect of consumers’ environmental knowledge on determining their purchase intention of sustainable clothes remains understudied. Consequently, the purpose of this paper is to make a significant contribution to the sustainable consumption literature by providing a consolidated framework that explores the behavioral factors inclining Romanian consumers’ purchase intention towards sustainable clothes. The foundation of this study combines consumers’ altruistic value orientations and the theory of planned behavior. The partial least squares path modeling procedure was used to analyze the data of 1,018 Romanian respondents. The findings of this study show that altruistic value orientation, subjective norms, and sustainable attitudes have a positive effect on Romanian consumers’ purchase intention of sustainable clothing. Thus, these insights provide essential practical implications of advocating for the consumption of sustainable clothes along with useful guidelines for practitioners in the textile industry among middle-income countries, especially in Romania, to reduce overconsumption.

“I’m standing next to him, I’m supporting him”—Supporting a loved one with brain cancer to donate their brain: A qualitative study

Abstract Background Brain cancer is a devastating and incurable disease that places a high burden of care on next of kin (NOK). NOK can play a core role in supporting end-of-life planning, including the decision to donate one’s brain after death. Postmortem brain donation is crucial to research. As postmortem programs develop it is important to understand the experiences of NOK as they support a loved one in the donation decision. Methods Thirteen qualitative interviews were completed with NOK of people who had consented to donate their brains to the Mark Hughes Foundation (MHF) Biobank. A thematic analysis was carried out on the transcribed interviews. Results Four central themes were identified: (i) The carer role has additional responsibilities and psychological benefits when brain donation is being considered; (ii) Supporting a loved one to donate requires mutual trust, understanding, and a commitment to honor agency; (iii) Increasing awareness of brain donation is a priority for NOK, and (iv) Brain donation is seen as a natural continuation of the donor’s altruistic values. Conclusions When a person with brain cancer decides to donate their brain to research, their NOK can experience additional burdens and benefits as the NOK–patient relationship evolves. Understanding this evolution and recognizing the importance of trust, advocacy, and altruism provides a guide for the integration of brain donation programs into clinical pathways and a basis for normalizing brain donation as an extension of organ donation frameworks.

Revealing the organic food consumption intention in Afyonkarahisar: a study on the impact of health, safety, value and attributes

PurposeThis study examines the relationship between the emphasis on organic food in Afyonkarahisar's cuisine and the growing demand for healthier and sustainable options. This study aimed to understand the factors influencing the intention to consume organic foods.Design/methodology/approachThis study uses a quantitative research method. It uses scales adapted from previous research to assess the health and safety of organic food's functional, hedonic, and social values. Data were collected using the purposive sampling method, and a sample size of 410 individuals was analyzed using the PLS-SEM method. Measurement and structural models were evaluated to assess validity, reliability, and model fit.FindingsThe results indicate that implementing health and safety practices significantly and positively affects perceptions of organic food's functional, hedonic, altruistic, and social values. Additionally, consumers' attitudes toward organic food are greatly influenced by their perceptions of functional and social value, whereas hedonic and altruistic values do not have a significant positive effect.Practical implicationsThe results of this study have a beneficial impact on food industry practitioners and policymakers. Emphasizing health and safety practices in producing and promoting organic foods can improve consumer perceptions and attitudes toward organic products. Understanding the importance of practical benefits and social issues can help companies respond effectively to consumer preferences and market organic foods.Originality/valueThis study contributes significantly to the existing literature by investigating the relationship between organic food emphasis and consumer perceptions in the unique context of Afyonkarahisar, a city renowned for its gastronomy. While focusing on Afyonkarahisar provides valuable insights into the specific values that influence consumers' attitudes toward organic food, it is essential to highlight that this research extends beyond the local context to offer broader implications and significance.

Understanding residents' engagement for the protection of urban green spaces by enriching the value‐belief‐norm theory with relational values—A case study of Munich (Germany)

Abstract Urban green spaces (UGS) provide mechanisms through which people connect and interact with each other, strengthening social relationships as well as human‐nature connections, both of high relevance for sustainable development. However, what determines urban residents' engagement in activities for the protection of UGS still lacks a systematic understanding. Our study aims to address this gap by enriching the value‐belief‐norm (VBN) theory with relational values based on a questionnaire (N = 221) among residents engaging in UGS maintenance in the city of Munich (Germany). Exploratory factor analysis and structural equation modelling showed that both individual responsibility and societal responsibility guide urban residents in their actions towards UGS protection. Furthermore, we found a direct impact of biospheric, altruistic and hedonic values on engagement for the protection of UGS. Therefore, this study signals the importance of investing in actively promoting pluralistic values among urban residents as cities today urgently need a reconnection of the human‐nature relationship and UGS stewardship actions. As we further confirm that relational values have impact on the constructs of the VBN theory, we conclude with a plea for recognizing the potential of relational values as enablers of change towards more responsible behaviours towards urban nature. Read the free Plain Language Summary for this article on the Journal blog.

The relationship between sustainable HRM practices and employees’ attraction: the influence of SME managers’ values and intentions

PurposeIn many parts of the world, labor shortages are likely to affect the activities of SMEs. Consequently, SMEs needs to adopt attractive HRM practices. This study analyzes the impact of one type of sustainable HRM (SD-HRM) on employees’ attraction and retention factors such as employees’ motivation, the quality of image and customer satisfaction in SMEs context. It also looks at the impact of SME managers’ value-intentions, calculative (egoist-strategic) and non-calculative (altruist-institutional) on this relationship.Design/methodology/approachDrawing on part of a survey of 409 Quebec SME managers’ commitment to sustainability, a mediation model is used to consider the impact of the manager’s values-intentions on potential workforce attraction and retention factors.FindingsThe results show that the implementation of SD-HRM practices has a positive impact on the outcomes considered, as it was expected, but show the counterintuitive results that it is altruistic values (non-calculative), rather than egoistic values, that helps to maximize the desired effects.Practical implicationsSME managers could adopt SRHRM practices to attract and retain employees. To maximize positive impacts, they might strategically integrate this approach while remaining authentic to their altruistic values. Purely institutional intentions are insufficient. By being both personally committed and strategic, managers can improve both employee well-being and organizational performance.Originality/valueThe original aspect of this research is the integration of expectations of spin-offs (positive or neutral) in relation to SD-HRM, based on the values and intentions of SME managers. This allows to recognize the multiple profiles, justifications and objectives of SMEs, which do not form a monolithic whole and need to be understood and supported by considering their differences.

The substitution effect of financial and non-financial incentives at different income levels in physician recruitment: evidence from medical students in China

BackgroundUnderstanding how medical students respond to financial and non-financial incentives is crucial for recruiting health workers and attracting health talents in medical education. However, both incentives are integrated in working practice, and existing theoretical studies have suggested that various income levels may influence the substitution effect of both incentives, while the empirical evidence is lacking. Furthermore, little attention has been paid to the intrinsic motivation. This study aimed to explore the substitution effect of extrinsic incentives at different income levels, also taking intrinsic altruism into account.MethodsWe used the behavioral data from Zhang et al.’s experiments, which involved discrete choice experiments (DCEs) to assess the job preferences of medical students from six teaching hospitals in Beijing, China. The incentive factors included monthly income, work location, work environment, training and career development opportunities, work load, and professional recognition. Additionally, a lab-like experiment in the medical decision-making context was conducted to quantify altruism based on utility function. Furthermore, we separated the choice sets based on the actual income and distinguished the medical students on altruism. The willingness to pay (WTP) was used to estimate the substitution effect of incentives through conditional logit model.ResultsThere was a significant substitution effect between non-financial and financial incentives. As income increased, non-financial incentives such as an excellent work environment, and sufficient career development became relatively more important. The impact of the increase in income on the substitution effect was more pronounced among individuals with higher altruism. Concerning the non-financial incentive work environment, in contrast to the growth of 546 CNY (84 USD) observed in the low-altruism group, the high-altruism group experienced a growth of 1040 CNY (160 USD) in the substitution effect.ConclusionsThe increase in the income level exerted an influence on the substitution effect of non-financial incentives and financial incentives, especially in high-altruism medical students. Policymakers should attach importance to a favorable environment and promising career prospects on the basis of ensuring a higher income level. Medical school administrations should focus on promoting altruistic values in medical education, enhancing talent incentives and teaching strategies to encourage medical students to devote themselves to the medical professions.

The effect of an environmental education program based on empathy and reflective thinking on preadolescents’ environmental values and knowledge

As a remedial measure to human-induced climate change, it is imperative to develop intrinsic altruistic values and adequate knowledge of environmental phenomena and behavior to act in favor of the environment. The study aims to assess the effect of an Environmental Education Program (EEP) based on empathy, reflective thinking, and information on preadolescents’ environmental values and knowledge. For that, a non-equivalent control group design was used. Data collection was done through questionnaires, checklists, and participant thought diaries. Forty-six students (eleven-to-twelve-year-old children) selected through purposive sampling from the sixth standard of two semi-urban schools in Kerala, India, constituted the sample. In the intervention, empathy was manipulated through stories and empathy exercises, reflective thinking through thought diaries, and information on environmental phenomena, issues, and the effect of human actions through stories and knowledge exercises. Empathy, reflective thinking, and information manipulations positively influenced the participants’ environmental values and knowledge, and the effect manifested in cognitive, affective, and conative dimensions. The study has implications for conducting Environmental Education indoors effectively by integrating affective, cognitive, and metacognitive approaches. Empathy stories can be utilized to address various environmental phenomena and issues. Reflective thinking on environmental phenomena and issues can be applied to teach appropriate environmental behaviors.

Green branding in fast fashion: examining the impact of social sustainability claims on Chinese consumer behaviour and brand perception

PurposeThis study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.Design/methodology/approachThe study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.FindingsThe findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.Originality/valueThis study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.

The Soul of Medicine: Understanding Altruistic Behaviors in Future Healthcare Professionals

The development of altruistic behaviors among medical students is poorly understood due to the elusive definition and measuring of altruism. Recent studies have pointed to the overall decline in altruistic traits among students, yet the reason for why it occurred remained unclear. This paper explores current findings in the formation of altruism and potential factors affecting the level of altruistic tendencies in medical students. It has been suggested that involvement with past philanthropic activities, gender differences, and the medical school’s stressful environment are associated with the altruism of medical students. The present study discusses how past altruistic experience shapes future attitudes. In addition, why females often exhibit higher levels of altruism and the impact of high-pressured medical education on students’ moral development were studied. This paper highlights the need for a clearer definition of medical altruism and a reevaluation of the medical school curricula to cultivate and sustain altruistic values in medical students amidst the challenges of a demanding educational environment. This paper also calls for longitudinal studies and explorations into the determinants of altruistic behaviors, suggesting a broader, more holistic approach to medical education that transcends traditional curricular changes.

Crucial to Me and my society: How collectivist culture influences individual pro-environmental behavior through environmental values

While numerous studies have verified the norm-sustainability relationship, few have delved deeply into this set of relationships. To address this research gap, this study theoretically analyzes the roles of collectivist culture and individual self-construal in the norm-sustainability relationship in the Asian context. Drawing on the value-basis theory and the competitive altruism hypothesis and employing cultural data from an Asian context with hierarchical regression analysis, empirical findings indicate that collectivist culture positively promotes pro-environmental behavior, with altruistic values and biospheric values mediating this positive relationship. At the same time, individual socioeconomic status positively moderates the norm-sustainability relationship. The theoretical contribution of this study lies in theoretically identifying collectivist culture as a deep-seated cultural factor triggering the norm-sustainability relationship in the Asian context. Examining the moderating role of self-construal in the norm-sustainability relationship sheds light on the reasons for the gap between individual pro-environmental behavioral intentions and actions in the Asian context. Lastly, this study provides a new cultural perspective for understanding the formation of biospheric values. Policy implications suggest a focus on the collective atmosphere of collectivism in Asia to stimulate individual environmental responsibility alongside the cultivation of rational environmental perspectives to balance participation across socioeconomic strata in societal and economic development.

Egoistic value is positively associated with pro-environmental attitude and behaviour when the environmental problems are psychologically close.

Egoistic value is conceptualized as anti-environmental in many environmental value theories, yet contradictory evidence exists for its relation with pro-environmental attitude and behaviour. To provide insights into these inconsistent findings, this research examined the moderating role of the psychological distance of environmental problems on their relationship. Across one cross-sectional survey study (1008 community participants from the United States) and one World Values Survey study (66,704 nationally representative participants from 46 countries/regions), results converged in showing that psychological distance of environmental problems (i.e. climate change and local pollution) moderated the relationship between egoistic value and pro-environmental attitude and behaviour. Their association became more positive as that psychological distance got closer. Different patterns were observed for altruistic and biospheric values. These findings highlight the potential pro-environmental utility of egoistic value and the importance of paying attention to contexts when theorizing its relation with pro-environmental attitude and behaviour.

Tourists’ pro-environmental behaviour in an autonomous vehicle’s adoption: aligning the integration of value-belief-norm theory and the theory of planned behaviour

ABSTRACT Automated vehicles powered by artificial intelligence (AI) represent some of the most disruptive technologies with broad social implications, including increasing safety for travelers and drivers, protecting the environment, and upholding equity. This study aims to develop a unified conceptual framework combining the value-belief-norm (VBN) theory with the theory of planned behaviour (TPB) to understand how tourists accept autonomous vehicles. The PLS-SEM results of 586 tourists’ data show that altruistic and biospheric values positively affect the awareness of consequences, whereas egoistic values negatively affect it. Moreover, the findings of this study validate the suggested relationships between value-based constructs, including awareness of consequences, ascription of responsibility, and pro-environmental personal norms. The relationship between behavioural intention and pro-environmental personal norms was confirmed by attitudes toward behaviour, subjective norms, and perceived behavioural control. This study offers theoretical and practical implications that enhance the likelihood of travelers’ acceptance of autonomous vehicles.

Adoption of conservative agricultural practices among rural Chinese farmers

Excessive use of agrochemicals and the misuse of natural resources severely degrade farmlands. In addition to organic farming, conservative agricultural practices are one of the most viable methods for preventing environmental deterioration. Its adoption has remained relatively modest in developing countries as farmers rely exclusively on synthetic inputs to attain high yields and economic returns. Therefore, this study focuses on the factors that influence farmers’ intention and adoption of conservative agricultural practices. This study extended the Value-Belief-Norm (VBN) framework with a new construct (green trust), and empirically evaluated all fundamental VBN components with their chained relationships among constructs. This cross-sectional study collected quantitative data from 349 farmers using structured interviews. The partial least squares structural equation modeling (PLS-SEM) method was used to statistically evaluate the relationship between the constructs. The analysis demonstrates that both biospheric and altruistic values have a positive impact on the new environmental paradigm, which, in turn, has a significant impact on people’s awareness of consequences and personal norms. Although awareness of consequences had a substantial positive influence on the ascription of responsibilities, it was demonstrated to have a statistically insignificant impact on personal norms. In parallel, the ascription of responsibility had a strong impact on personal norms, which, in turn, positively influenced the intention towards conservative agricultural practices. Remarkably, green trust was found to have the greatest effect on farmers’ intentions. Finally, farmers’ actual adoption was significantly influenced by their intention. The findings of this study will contribute to the strengthening of relevant factors among farmers that may enhance eco-friendly farming practices, develop solutions for regulating the protected utilization of natural resources, and effectively prevent environmental deterioration caused by hazardous agrochemicals. The study will also provide guidance to government regulators and other social organizations in the formulation of effective laws, policies, and strategies for the mass adoption of conservation practices and restoration of agricultural ecosystem balance.