ABSTRACT
Water scarcity has become a serious challenge in many parts of the world due to increasing demands and the impacts of climate change. The agriculture sector globally accounts for a major portion of water consumption, yet it also holds substantial potential for water conservation. Among the most effective ways to conserve water is to cultivate low-water-demanding crops, such as medicinal plants (MPs), instead of water-demanding crops (WDC). However, the voluntary participation of farmers, largely influenced by socio-psychological drivers, is crucial for successfully implementing most water conservation programs and needs to be addressed. Therefore, the main objectives of this paper were: (1) to identify the determinants that explain farmers' intention and behavior in cultivating MPs instead of WDC; and (2) to examine the effectiveness and performance of an extended version of the theory of planned behavior (TPB) in predicting farmers' intention and behavior toward cultivating MPs by innovatively incorporating four new variables into the original TPB model: perceived barriers, moral norms, compatibility, and relative advantage. The applicability of the theoretical framework was evaluated in the Sojasroud Plain, Zanjan province, Iran. The results of the structural equation modeling revealed that: (1) farmers' intention to cultivate MPs instead of WDC is significantly influenced by perceived barriers, moral norms, subjective norms, and perceived behavior control (the strongest predictor); and (2) farmers' behavior in cultivating MPs instead of WDC is predicted by relative advantage, compatibility, and intention (the most prominent determinant). The R2 values for predicting intention and behavior were 55% and 53%, respectively. Based on the results, some practical policies were proposed to increase the cultivation of MPs in the study area.