Vol. 11, Issue 12 (2022)

The results of PLS-SEM lead to revealed that the construct pesticide knowledge (PK) showed relatively lower values than expected. Considering the PK in predicting behavioural intention it is necessary to increase Farmers skill in production of healthy products and use of eco-friendly technology such as IPM to reduce pesticide use. Considering the significant role of moral norms on Farmers behavioural intention, they should be informed on the effects of the pesticides on human health, the environment, and future generations. (Such awareness can achieved through focused group discussion and learning by examples in extension training courses mass media as well as health recommendation of the health experts.) Considering the significant role of SN on Farmers intention it is necessary to provide comprehensive information about the harmful effects of the pesticides and the proper utilization methods of these chemicals to those who are reference group of farmers and their information resources so that the information is passed to farmers through these people. Promoting knowledge about pesticides is a fundamental step for regulating pesticide usage among farmers, probably by stabilizing and rendering farmers' attitudes resistant to change. Moral norms and subjective norms can play a role mainly by affecting perceived behavioural control and attitudes towards pesticides. Therefore, combination of educational interventions for upgrading general knowledge about pesticides, with training courses, disincentives, and public awareness campaigns relating to pesticides may improve our ability to affect farmers’ behaviour.