محسن عادلی ساردوئی

he present study aimed to psychologically analyze greenhouse keepers' environmental behavior using the Theory of Planned Behavior (TPB). This study is descriptive correlational. The statistical population of the research consisted of greenhouse cucumber growers in Kerman Province, Iran (4,946 people), of whom 356 were selected as a sample, using the cluster sampling method. The sample size was estimated using the Karjesi and Morgan table. Data were collected using a structured and researcher-made questionnaire, and its validity and reliability (α= 0.91-0.94) were confirmed using various indices. Smart PLS3 software was utilized to test the research hypotheses. The research findings indicated that the effects of three variables attitude, subjective norm, and perceived behavioral control on intention were statistically significant. Additionally, intention significantly mediated the relationship between dependent and independent variables. Furthermore, the independent variables were able to account for 32% and 51% of the variance in behavioral intention and environmental behavior of greenhouse keepers in optimal fuel consumption, respectively. It is recommended that policies and programs focusing on promoting fuel consumption behaviors be broadly centered on strengthening the intentions of greenhouse keepers. The findings of this study provide valuable insights in devising strategies to reduce fossil fuel consumption.