Healthy agricultural production: a socio-psychological and environmental approach to sustainable food systems in Fars province, Iran

Introduction Concerns about health and food security related to the food production chain and environmental degradation have increased the demand for sustainable agricultural development and a reduction in the harmful effects of conventional agriculture. Consumers are increasingly inclined to choose healthy food due to the environmental and health risks posed by products contaminated with chemical inputs. Methods This study aims to identify the determinants of healthy and sustainable agricultural production based on Diffusion of Innovations (DOI) and Farm Structure (FS) models, combined with a socio-psychological and environmentally-oriented approach. The study also seeks to propose recommendations for extension services to promote such production among summer crop farmers in Iran. Data were collected from 260 farmers using a survey and stratified random sampling method. The data were analyzed with SPSS 26 and AMOS 24 . Results and discussion The analysis of the research model demonstrated that the greatest influence on healthy and sustainable agricultural production is attributed to the emphasis on the importance of marketing. Environmental identity and attitudes toward healthy and sustainable agricultural production are of secondary importance. Access to extension services indirectly affects healthy and sustainable agricultural production through environmentally responsible behavior. Information access directly influences healthy and sustainable agricultural production. Furthermore, information beneficiaries also indirectly affect healthy and sustainable agricultural production by enhancing farmers’ knowledge and attitudes toward producing such products. Specific production and marketing relations should be established for these products. Additionally, various organizations should focus on extending, training, and informing farmers about healthy and sustainable agricultural production, while also creating the necessary infrastructure to make this a public demand among both consumers and producers.