University of Tehran Iranian Journal of Agricultural Economics and Development Research 2008-4838 Articles in Press 2025 12 31 Factors Affecting the Adoption of the Rice Dry Direct Seeding Method by Adopters in Golestan Province: Integrating the Theory of Planned Behavior and Protection Motivation Theory Factors Affecting the Adoption of the Rice Dry Direct Seeding Method by Adopters in Golestan Province: Integrating the Theory of Planned Behavior and Protection Motivation Theory 105330 10.22059/ijaedr.2025.403725.669391 FA Gholamhossein Abdollahzadeh Associated Professor, Department Of Agricultural Extension and Education,, Faculty of Agricultural Management,, Gorgan University of Agricultural Sciences and Natural Resources. 0000-0002-5540-0760 Mohammad Khatiri Department of Agricultural Extension and Education, Faculty of Agricultural Management, Gorgan University of Agricultural Sciences and Natural Resources 0009-0002-3961-4985 Mohammad Sharif Sharifzadeh Department of Agricultural Extension and Education, Faculty of Agricultural Management, Gorgan University of Agricultural Sciences and Natural Resources 0000-0002-7923-0225 Khalil Ghorbani 09113774583Department of Structural and Water Resources Engineering, Faculty of Water and Soil Engineering, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran. 0000-0002-1901-4045 Journal Article 2025 10 05 One of the methods to reduce water consumption in rice cultivation is the promotion of dry direct seeding of rice (DDSR). However, despite its numerous advantages, the level of adoption among farmers is low. This research examines the factors influencing the adoption of DDSR among adopter of this method in Golestan province using the Theory of Planned Behavior and the Protection Motivation Theory. The statistical population of the study consisted of 355 DDSR farmers in Golestan province, from which 186 were selected as the sample based on the Kerejcei and Morgan sampling table. Sampling was conducted using a multi-stage cluster sampling method in each county and randomly in the villages studied. The measurement instrument was a researcher-developed questionnaire whose content validity was confirmed by expert judgment. Convergent and discriminant validity, as well as construct reliability, were also verified within the structural equation model using the AVE, CR, and Cronbach’s alpha indices. After collecting and categorizing the data, descriptive and inferential statistical methods were used in SPSS 25, and the structural equation model was extracted using Smart PLS 3 software. The findings indicated that perceived vulnerability, perceived severity, response efficacy, perceived self-efficacy, attitudes toward dry cultivation, and subjective norms had significant positive effects on farmers' adoption behavior of DDSR, with coefficients of 0.620, 0.712, 0.558, 0.642, 0.698, and 0.586, respectively. Conversely, the response costs factor had a significant negative effect on the adoption, with coefficients of -0.660. These results emphasize the necessity of paying attention to farmers' perceptions and beliefs regarding water scarcity and its consequences, as well as the benefits and efficacy of coping methods like DDSR. One of the methods to reduce water consumption in rice cultivation is the promotion of dry direct seeding of rice (DDSR). However, despite its numerous advantages, the level of adoption among farmers is low. This research examines the factors influencing the adoption of DDSR among adopter of this method in Golestan province using the Theory of Planned Behavior and the Protection Motivation Theory. The statistical population of the study consisted of 355 DDSR farmers in Golestan province, from which 186 were selected as the sample based on the Kerejcei and Morgan sampling table. Sampling was conducted using a multi-stage cluster sampling method in each county and randomly in the villages studied. The measurement instrument was a researcher-developed questionnaire whose content validity was confirmed by expert judgment. Convergent and discriminant validity, as well as construct reliability, were also verified within the structural equation model using the AVE, CR, and Cronbach’s alpha indices. After collecting and categorizing the data, descriptive and inferential statistical methods were used in SPSS 25, and the structural equation model was extracted using Smart PLS 3 software. The findings indicated that perceived vulnerability, perceived severity, response efficacy, perceived self-efficacy, attitudes toward dry cultivation, and subjective norms had significant positive effects on farmers' adoption behavior of DDSR, with coefficients of 0.620, 0.712, 0.558, 0.642, 0.698, and 0.586, respectively. Conversely, the response costs factor had a significant negative effect on the adoption, with coefficients of -0.660. These results emphasize the necessity of paying attention to farmers' perceptions and beliefs regarding water scarcity and its consequences, as well as the benefits and efficacy of coping methods like DDSR.