L. Safa - Department of Agricultural Extension, Communication and Rural Development, Faculty of Agriculture, University of Zanjan, Zanjan, Islamic Republic of Iran.
V. Mohammadian Saghinsara - Department of Agricultural Extension, Communication and Rural Development, Faculty of Agriculture, University of Zanjan, Zanjan, Islamic Republic of Iran.

Undoubtedly, investigation and recognition of individuals’ environmental behaviors are key prerequisites to resolve environmental problems, but empirical theory-based research on this topic is limited, particularly in developing countries. Accordingly, a mixed model based on the Theory of Planned Behavior (TPB), and the Norm Activation Model (NAM) was proposed by integrating rational and normative variables to explain Iranian villagers’ engagement in Pro-Environmental Behaviors (PEBs). A structured questionnaire was the main research instrument developed based on the combined TPB-NAM. The face validity of the questionnaire was determined by expert review. Additionally, the construct validity (including convergent and divergent validity) and the composite reliability were achieved by Confirmatory Factor Analysis (CFA). Data from a survey of ۳۶۲ rural household heads of Tabriz County selected through a multistage probability sampling with three stages were used to assess empirically the research model and hypothetical relationships. The results of the Structural Equation Modeling (SEM) revealed that the accuracy and explanatory power of the combined TPB-NAM were superior to those of TPB and NAM. Additionally, Personal Norm (PN) was found to be the most salient predictor of villagers’ engagement in PEBs. Overall, the findings of this study contribute to theory building and development of a more comprehensive model in the field of PEB, and yield more insight into socio-psychological factors influencing villagers’ engagement in PEBs.

Norm activation model, Personal norm, Rural areas, Theory of planned behavior.