Integrated pest management adoption among citrus growers in Iran: an application of the protection motivation theory

Abstract BACKGROUND Integrated pest management (IPM) is recognized as a sustainable approach to pest control. However, adoption rates among farmers in Iran have been observed to be low. This study investigates the adoption of IPM practices among citrus farmers in Iran and assesses the applicability of the protection motivation theory (PMT) in explaining farmers' behavior towards IPM. RESULTS Overall, farmers reported poor levels of IPM use, paying attention only to monitoring practices among the three groups of IPM practices examined (prevention, monitoring, and suppression). The perceived severity of the consequences of chemical pest control ( β = 0.389, P < 0.001), the response efficacy of IPM practices ( β = 0.254, P < 0.001), and the perceived self‐efficacy of using IPM practices ( β = 0.199, P < 0.001) positively predicted adoption of IPM practices, while response cost/barriers of IPM practices ( β = −0.355, P < 0.001) negatively predicted adoption of IPM practices. CONCLUSION The PMT model presents a unique and interesting perspective to understand if and how IPM practices against the threat of pests are motivated. The perceived severity of the consequences of chemical pest control showed the strongest positive effect, whereas the response cost/barriers of IPM practices showed the strongest negative effect on IPM adoption. © 2024 Society of Chemical Industry.