Analysis of the Environmentalist Behavior of Fish Farmers in Sabzevar City Using the Value-Belief-Norm Model

Background and Objectives: Various factors, including the increase in population and growth of consumerism, have increased the pressure on natural resources and created crises in this field. Aquaculture, as an agricultural activity that aims to meet the nutritional needs and health of the society, due to the characteristics and conditions necessary for establishment and breeding operations, can have different effects on the environment. However, environmental behaviors can reduce the environmental effects of these activities. The value-belief-norm model has been used in various studies and has been able to explain individual's environmental behaviors in various fields. This research was conducted with the aim of modeling the environmental-ecological behavior of fish farming with an emphasis on value-belief-norm theory in Sabzevar city. The statistical population of this research included fish farmers in Sabzevar city.
Materials and Methods: The sample size was determined as 112 individuals based on the Krejci-Morgan table. A researcher-made questionnaire was used to collect information. Data was analyzed using SPSS23 and Smart Pls software. Results of the fit indices in the model showed that these values are within the standard range. This result indicates that the model which was used to investigate the intention of fish farmers to perform environmentalist behaviors has a suitable fit. Also, based on the findings of the research, all research hypotheses were confirmed in the value-belief-norm model.
Results: Results showed that the research variables in this model are able to explain 71.8% of the statistical population's intention to perform environmental behavior. Results stated that biosphere values, altruistic values, sense of responsibility and awareness of the consequences have an effect on the environmental behavior of fish farmers.
Conclusion: Considering the environmentalist behaviors of the research community about the value of the environment, this issue can be highlighted to strengthen the behavior of environmental protection as a moral belief among fish breeders.