University of Tehran Press Iranian Journal of Agricultural Economics and Development Research 2008-4838 47 4 2016 12 21 Extending the model of planned behavior to predict the intention of producing organic products among Isfahan cucumber greenhouse owners by Moral norm variable Extending the model of planned behavior to predict the intention of producing organic products among Isfahan cucumber greenhouse owners by Moral norm variable 961 974 61469 10.22059/ijaedr.2016.61469 FA Atie Sandoghi university of Tabriz Hossein Raheli university of Tabriz Journal Article 2016 04 06 The present study investigates behavioral intention of greenhouse owners regarding organic cucumber production in Isfahan and sought to identify the factors that stimulate producers to produce organic products. Data were gathered in 1394 through field surveys from 114 greenhouse owners, by designing and filling a researcher made questionnaire using a stratified sampling method. Causal relationship between variables was investigated through structural equation modeling and theory of planned behavior (TPB). Findings revealed that Attitude in the TPB model can predict 37% of variances in intention of producing organic products by greenhouse owner and while in the extended Theory of Planned Behavior (ETPB) the Attitudes and Moral norms can predict 58% of variances in intention of producing organic products. Also according to the results of both models, perceived behavioral control (control beliefs) and Subjective norms had no significant effects on predicting intention of greenhouse owner. In conclusion, results indicate that both models are suitable for investigating greenhouse owner’s intention regarding production of organic products, while adding moral norms to the TPB as an additional predictor, significantly increased the predictive power of the original model .Therefore, designing of interventional programs based on improving Attitudes and Moral norms of greenhouse owner in order to encourage them to produce organic products is recommended The present study investigates behavioral intention of greenhouse owners regarding organic cucumber production in Isfahan and sought to identify the factors that stimulate producers to produce organic products. Data were gathered in 1394 through field surveys from 114 greenhouse owners, by designing and filling a researcher made questionnaire using a stratified sampling method. Causal relationship between variables was investigated through structural equation modeling and theory of planned behavior (TPB). Findings revealed that Attitude in the TPB model can predict 37% of variances in intention of producing organic products by greenhouse owner and while in the extended Theory of Planned Behavior (ETPB) the Attitudes and Moral norms can predict 58% of variances in intention of producing organic products. Also according to the results of both models, perceived behavioral control (control beliefs) and Subjective norms had no significant effects on predicting intention of greenhouse owner. In conclusion, results indicate that both models are suitable for investigating greenhouse owner’s intention regarding production of organic products, while adding moral norms to the TPB as an additional predictor, significantly increased the predictive power of the original model .Therefore, designing of interventional programs based on improving Attitudes and Moral norms of greenhouse owner in order to encourage them to produce organic products is recommended https://ijaedr.ut.ac.ir/article_61469_d1ec72b85e3bcd40dadec2a44cf5adf5.pdf