Exploring the motivational roots of farmers’ adaptation to climate change‑induced water stress through incentives or norms

The aim of the current study is to consider farmers' perceptions regarding the impacts of climate change on water resources and their intention toward adaptation in southwestern Iran. To this end, this study applied the theory of reasoned action and the norm activation model as well as these two models in combination. A descriptive quantitative research study was designed and conducted using cross-sectional survey methods among 250 farmers in Khuzestan province in southwestern Iran, selected through multistage sampling methods. Research data were collected through a structured questionnaire whose validity was confirmed by a panel of experts; scale reliability of the questionnaire was approved through a pilot study. Structural equation modeling analysis revealed that the norm activation model, the theory of reasoned action, and a model integrating the two can predict 32, 42, and 47%, respectively, of changes in farmers' intention toward performing climate-change adaptation activities. In the combined model, personal norm, subjective norm, and attitude were able to influence the farmers’ intention to perform adaptive behaviors. Attitude towards adaptation is the most powerful predictor in explaining intention to adaptation. Subjective norm is the most important predictors of moral norms which is the logical confirmation behind the combination of the two models. In addition, the combined model has better predicting powerful that each model separately. The research findings hold valuable implications for policymakers seeking to increase the intention of farmers to implement adaptation activities against a background of harsh climate change and water scarcity in this region of Iran.