Exploring Farmers’ Intention and Behavior Towards Water Conservation at Watershed Scale: Utilizing the Value-Belief-Norm Theory

Key Points

• Farmers show increased intentions to adopt water conservation practices, indicating a strong connection with their values and beliefs.
• Key evidence demonstrates a significant relationship between beliefs and sustainable behavior in water use, underscoring the importance of environmental awareness.
• The analysis utilized value-belief-norm theory to assess behavioral intentions related to water conservation among farmers in multiple watersheds across regions.
• This highlights the need for targeted interventions that align with farmers’ values to promote effective water conservation practices.