Psychological factors influencing groundwater conservation: a case study of farmers in the restricted plain of Rumeshkan, Iran

Abstract To change the behavior of users of diminishing groundwater resources toward its conservation, it is necessary to identify the psychological factors affecting farmers as the main users of these resources. This study identifies the psychological factors influencing Iranian farmers' intention to conserve groundwater resources in the restricted Plain of Rumeshkan. This study was conducted using a cross-sectional survey method and was based on the Value-Belief-Norm theory, incorporating two additional constructs: feelings of pride and guilt. Multi-stage sampling was employed to gather the data. The sample size consisted of 282 farmers, and partial least squares structural equation modeling (PLS-SEM) was used for analysis. The reliability and validity of the questionnaire were assessed and confirmed. The findings indicated that the constructs of biospheric and altruistic values had a positive and significant effect on the new environmental paradigm. However, egoistic values did not significantly affect the new environmental paradigm. Additionally, the new environmental paradigm had a significant effect on awareness of consequences, and awareness of consequences significantly influenced the attribution of responsibility. Next, responsibility attribution positively and significantly influenced farmers' personal norms, and finally, personal norms positively and significantly affected farmers' intention to conserve groundwater resources. While the primary VBN model explained 30% of the variance in the intention to conserve groundwater resources, incorporating the constructs of guilt and pride increased its explanatory power to 40%, highlighting their fundamental role in motivating farmers' behavioral intention to conserve groundwater resources. This extension underscored the significance of emotional drivers in shaping groundwater conservation decisions. The developed VBN framework provides valuable theoretical and practical insights for policymakers, planners, and water management officials to promote groundwater conservation behaviors.