Beyond Intentions and Threats: A Structural Model of Water Conservation Behaviour Among Farmers Under Agricultural Water Governance

This study identifies determinants of farmers' water conservation behaviour in Iran by integrating the theory of planned behaviour (TPB) and protection motivation theory (PMT). Data were collected from 331 farmers in the Zohreh‐Jarrahi watershed and analysed using structural equation modelling (SEM). The integrated framework explained 36% of the variance in farmers' conservation behaviour. The findings reveal that perceived vulnerability is a significant direct predictor of intention, showing that farmers who feel personally at risk are more willing to act. Response efficacy and positive attitudes were significantly associated with intention, whereas response costs emerged as the primary barrier to engagement. Perceived severity influenced intention indirectly through attitude formation. Subjective norms played a crucial role, reflecting the collective nature of rural decision‐making. Conversely, perceived behavioural control had no significant effect on intention, suggesting that structural and institutional barriers limit farmers' ability to act despite perceived capability. Finally, behavioural intention was the strongest predictor of actual conservation behaviour. These results indicate that water conservation is driven by a complex interplay of cognitive, motivational and socio‐economic factors. Effective policies must move beyond individual training to address systemic barriers, reduce implementation costs and leverage social networks to foster sustainable water management.