Investigating Orchard Men s Behavioral Intentions of Dashtestan County toward Water Conservation Using Stern Value-Belief-Norm Theory

One of the most pressing issues facing the world today is the conservation and preservation of natural resources. According to a comprehensive study done by business, government, and academic experts in the United States, Japan, and western and central Europe, no other issue rated higher in priority than the environment. Similarly, in a study commissioned by the Environment Protection Authority in third world countries, the environment was predicted to become the most important issue for governments within the next decade. Just recently, the United Nations set up the Commission on Sustainable Development to monitor the progress of nation states relative to keyenvironmental issues, including concerns over greenhouse gas emissions, global warming, soil degradation, and dramatic shifts in climatic conditions. Each of these conditions has put additional pressure on existing natural resources, especially on the world’s water supply. Population increases, problems from water pollution, endangered aquatic ecosystems, and irrigated agriculture all have contributed to a greater imbalance between supply and demand of quality water sources, particularly in the arid and semi-arid areas.