10.71877/ijamad.2025.17198

Factors Predicting Tomato Farmers’ Safety Behavior in Iran: Presenting an Integrated Model (Theory of Planned Behavior and Health Belief Model)

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  • Mojtaba Sookhtanlou*,
  • Zahra Khoshnodifar1,2,
  1. Agricultural and Natural Resources Research and Education Center of Markazi Province, Arak, Iran
  2. Department of Agricultural Extension and Education, University of Saravan, Saravan, Iran
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Published in Issue 30-07-2025

Copyright (c) 2025 Mojtaba Sookhtanlou, Zahra Khoshnodifar (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Sookhtanlou, M., & Khoshnodifar, Z. (2025). Factors Predicting Tomato Farmers’ Safety Behavior in Iran: Presenting an Integrated Model (Theory of Planned Behavior and Health Belief Model). International Journal of Agricultural Management and Development, 15(1). https://doi.org/10.71877/ijamad.2025.17198
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Abstract

In recent years, the increase in both the prevalence and resistance of tomato pests in Ardabil Province, Iran, has significantly raised the rate of pesticide use. Therefore, the main objective of this study was to identify the predictive factors of safety behavior (SB) in the use of chemical pesticides among tomato farmers in northwestern Iran (Ardabil Province). An integrated model combining the Theory of Planned Behavior (TPB) and the Health Belief Model (HBM) was evaluated to predict farmers’ SB across four stages: purchase and storage, preparation, application, and post-application of pesticides. The sample size (n = 310) was determined using a multi-stage random sampling method among tomato growers in Parsabad (173), Meshginshahr (91), and Kowsar (46) counties. The results showed that the majority of farmers (31.94%) exhibited relatively unsafe behavior. According to structural equation modeling findings, although the measurement models of both TPB and the integrated model showed acceptable fit, the integrated model (with 63% explanatory power) had a better fit and higher predictive power than the TPB model (with 52%). Therefore, the integrated model provides a stronger framework than the TPB or HBM alone for estimating farmers’ SB at all four stages, especially during the “application of pesticides” stage. Moreover, improving farmers’ cues to action and perceived behavioral control through educational programs and mass and print media can significantly enhance their intentions and lead to positive changes in safety behavior.

Keywords

  • Pesticides, safety behavior, theory of planned behavior, health belief model, tomato.
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