Healthy Agricultural Production: A Socio-Psychological and Environmental Approach to Sustainable Food Systems in Fars Province, Iran

Ali Rezaei ¹ Mahsa Fatemi ^1* Carol Shennan ²

• ¹ Shiraz University, Shiraz, Iran
• ² University of California, Santa Cruz, Santa Cruz, California, United States

Concerns about health and food security related to the food production chain and environmental degradation have increased the demand for sustainable agricultural development and a reduction in the harmful effects of conventional agriculture. Consumers are inclined to choose healthy food due to the environmental and health threats posed by products contaminated with chemical inputs.This study aims to identify the determinants of healthy and sustainable agricultural production based on Diffusion of Innovations (DOI) and Farm Structure (FS) models combined with a sociopsychological and environmentally-oriented approach and to propose recommendations to extension and develop such production among summer crop farmers in Iran. Data were collected from 260 farmers using a survey and stratified random sampling method, and analyzed with SPSS26 and AMOS24. The analysis of the research model demonstrated that the greatest influence on healthy and sustainable agricultural production is attributed to the emphasis on the importance of marketing, while environmental identity and attitudes toward healthy and sustainable agricultural production hold a secondary position. Access to extension services indirectly affects healthy and sustainable agricultural production through environmentally responsible behavior.Information access directly affects healthy and sustainable agricultural production. On the other hand, information beneficiary had also indirect effect on healthy and sustainable agricultural production by enhancing knowledge and attitudes of farmers towards producing such products.Specific production and marketing relations should be established for these products. Additionally, various organizations should extend, train, and inform about healthy and sustainable agricultural production, creating the necessary infrastructure to make this a public demand among consumers and producers.