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<p>The excessive use of nitrogen fertilizers in greenhouse farming poses significant environmental and health risks, necessitating a deeper understanding of the psychological and emotional factors influencing farmers’ intentions to adopt more sustainable practices. This study extends the Theory of Planned Behavior (TPB) by integrating moral norms and anticipated guilt to provide a more comprehensive framework for explaining greenhouse growers’ decisions regarding nitrogen fertilizer reduction in Iran. A cross-sectional survey was conducted with 116 greenhouse owners in Hamedan Province, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that attitudes, perceived behavioral control, moral norms, and anticipated guilt significantly influence farmers’ intentions, while subjective norms do not exhibit a significant effect. Notably, moral norms emerged as the strongest predictor, underscoring the critical role of ethical considerations in environmental decision-making. Additionally, anticipated guilt played a crucial role, emphasizing the importance of emotional factors in sustainable agricultural practices. These findings highlight the need for interventions that go beyond rational decision-making models by incorporating ethical responsibility and emotional engagement strategies. Incorporating moral norms and anticipated guilt into the TPB framework significantly improved its explanatory power, increasing the variance explained in farmers’ intentions from 58 to 66%. By addressing both cognitive and affective dimensions, policymakers and agricultural stakeholders can foster lasting behavioral change toward environmentally sustainable farming.</p>

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Beyond Rational Choice: The Effect of Moral Norms and Emotions on Nitrogen Fertilizer Reduction Intentions

  • 期刊论文

  • 发表日期：

    2025年7月22日

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  • Saeid Karimi,
  • Zahra Haghtalab

摘要

The excessive use of nitrogen fertilizers in greenhouse farming poses significant environmental and health risks, necessitating a deeper understanding of the psychological and emotional factors influencing farmers’ intentions to adopt more sustainable practices. This study extends the Theory of Planned Behavior (TPB) by integrating moral norms and anticipated guilt to provide a more comprehensive framework for explaining greenhouse growers’ decisions regarding nitrogen fertilizer reduction in Iran. A cross-sectional survey was conducted with 116 greenhouse owners in Hamedan Province, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that attitudes, perceived behavioral control, moral norms, and anticipated guilt significantly influence farmers’ intentions, while subjective norms do not exhibit a significant effect. Notably, moral norms emerged as the strongest predictor, underscoring the critical role of ethical considerations in environmental decision-making. Additionally, anticipated guilt played a crucial role, emphasizing the importance of emotional factors in sustainable agricultural practices. These findings highlight the need for interventions that go beyond rational decision-making models by incorporating ethical responsibility and emotional engagement strategies. Incorporating moral norms and anticipated guilt into the TPB framework significantly improved its explanatory power, increasing the variance explained in farmers’ intentions from 58 to 66%. By addressing both cognitive and affective dimensions, policymakers and agricultural stakeholders can foster lasting behavioral change toward environmentally sustainable farming.