Green manure is used as an environmentally friendly technology to produce clean agricultural products. This technology not only helps reduce environmental and health concerns, but can also increase productivity. Green manure is especially needed in the production of paddy. Because rice as a strategic product is the main food of people in many countries of the world. Rice production using green manure can enable countries to develop and increase healthy production. However, the acceptance of this technology is low in many rice producing countries. In this regard, this study used an integrated and extended version of the theory of planned behavior to predict and encourage the adoption of green manure technology in Iran. To collect the required data, a cross-sectional survey was performed among Iranian rice growers and the results of hypothesis testing were analyzed using partial least squares-based structural equation modeling. The results revealed that moral norms of green manure, attitude towards green manure, perceived behavioral control on using green manure, and trialability of green manure have positive and significant effects on intention towards using green manure. In addition, bootstrap analysis showed that moral norms of green manure and trialability of green manure positively and significantly mediated the (indirect) effects of subjective norms towards application of green manure on intention towards using green manure. The results led to important practical and theoretical implications that could provide new insights for policy-makers, planners, and practitioners to develop and encourage the adoption of green manure technology to produce clean and healthy agricultural products.

The aim of the present research was to analyze the farmers’ intention towards participation in the management and conservation of wetlands through the lens of the extended theory of planned behavior (TPB). To do this, a cross-sectional survey of Iranian farmers was carried out. To select the samples, a multi-stage random sampling process with a proportional assignment was employed. The research instrument was a researcher-made questionnaire whose validity and reliability were verified using various quantitative and qualitative indicators. The results of the extended TPB using structural equation modeling showed that four variables, namely moral norms of participation in management and conservation (MNPMC), attitude towards participation in management and conservation (APMC), subjective norms towards participation in management and conservation (SNPMC), and self-concept about participation in management and conservation (SCPMC) had positive and significant impacts on intention towards participation in management and conservation (IPMC). The results also revealed that that entering MNPMC and SCPMC into TPB could increase its explanatory power. Also, the fit indicators supported the extended TPB. From a practical point of view, the present study provides justifications and insights for the use of MNPMC, APMC, SNPMC, and SCPMC in policies and programs intended to encourage farmers and local communities to participate in wetlands management and conservation.