An Analysis of Farmers' Perceptions of Environmental Pollution Using the Theory of Planned Behavior: A Case Study of the Southeastern Region of Albania

Environmental pollution, particularly from the livestock sector, represents challenges to sustainable development, especially in rural areas. Analyzing farmers' behavior engaged in livestock farming about environmental pollution in the Albanian context is of particular importance due to the characteristics of the livestock sector's development and the lack of consolidated mechanisms for monitoring environmental impact. The majority of farms in Albania operate under traditional practices and are characterized by the lack of technologies and limited awareness about the environmental pollution they can generate. The study of farmers in the southeastern region of Albania is based on the theory of planned behavior (TPB) using a detailed study methodology which consisted of careful farmer selection, operationalization of variables and multiple linear regression analysis to examine the relationship between the dependent variable behavioral intention (BI) and independents variables attitudes toward the behavior (ATB), subjective norms (SN) and perceived behavioral control (PBC). The study revealed that Albanian farmers' attitudes towards environmental protection were positively perceived and significantly shaped by subjective norms; however, the majority of them encountered obstacles, including limited financial resources, inadequate knowledge, and insufficient access to information. The most important factor influencing intention behavior was perceived behavioral control (PBC), followed by attitudes toward the behavior (ATB) and subjective norms (SN). The study's findings will contribute to the design of effective policies for raising awareness and supporting the livestock sector, thereby fostering sustainable development in Albania's rural areas.