Abstract
The conventional production model based on extensive use of chemical inputs such as pesticides is increasingly challenged. Organic agriculture is considered as one of the most important alternative agricultural systems to produce healthy food without any chemicals. Current models are not suitable for prediction of environmental behaviors. The current study aims to analyze the diffusion of organic agriculture to produce healthy food with the environmental sociology approach among farmers. The study was conducted using the survey research and multi-stage random sampling in Fars province, in the south of Iran. The samples included 215 farmers. The reliability of the questionnaire was confirmed by conducting a pilot study out of the main sample. The results showed that the farmers have strong attitude to the environment and are for the most part, highly intentioned to perform organic activities. Based on the results, the farmers' intention toward adoption of organic agriculture, environmental identity, and responsibility of pro-environmental behavior, and their moral norms play an important role to accept organic agricultural activities. There are also some effective factors in implementation of organic agriculture including farmers` increasing awareness about the principles of organic farming, controllability of environmental behaviors as well as their accessibility to the resources and facilities for organic farming. The study emphasized that the attitude and enhancing the knowledge do not lead to pro-environmental behaviors and organic activities directly. Using the models and environmental sociology theories is more efficient to explain pro-environmental behaviors. To this aim, some suggestions were presented to increase the adoption of organic activities and persuade the Iranian farmers to select this kind of cultivation.