University of Tehran Iranian Journal of Agricultural Economics and Development Research 2008-4838 49 1 2018 04 21 Analysis of Kavar Township Farmers’ Attitudes towards Water Conservation: Application of Maslow's Needs Theory Analysis of Kavar Township Farmers’ Attitudes towards Water Conservation: Application of Maslow's Needs Theory 135 150 66053 10.22059/ijaedr.2017.230484.668415 FA Ehsan Masoomi PhD. Student, Department of Agricultural Extension and Education, Agricultural Faculty, University of Shiraz Habib Ahmadi Professor, Department of Sociology and Social Planning; College of Economics; Management and Social Sciences; Shiraz University Kurosh Rezaei-moghaddam Associate Professor, Department of Agricultural Extension and Education, Agricultural Faculty, University of Shiraz Journal Article 2017 04 15 Water scarcity is a familiar concept in today’s literature of rural development. It is necessary to address this issue in agricultural sector as a large user of water. One of the paths for addressing this issue is improving farmers’ attitudes towards water conservation. For this purpose, needs assessment could be applied. The aim of this study was to analyze farmers’ attitudes towards water conservation by application of needs assessment using Maslow’s theory. This study as a descriptive research has been conducted using survey techniques. Statistical population of this study consisted of farmers of Kavar township (N=13187). Applying Cluster sampling method 383 farmers was selected as sample. A questionnaire was used to collect data. Its face validity was confirmed by professors of social psychology and agricultural extension and its reliability was measured by calculating Cronbach's alpha (0.69 ≤ α ≤ 0.97). The results showed that safety and physiological needs as the most important factors had a negative and significant effect on farmers’ attitudes towards water conservation. Social needs and esteem needs were the other factors influencing dependent variable. Based on the results, the solutions for water conservation that are consistent with the needs of farmers can be proposed. Water scarcity is a familiar concept in today’s literature of rural development. It is necessary to address this issue in agricultural sector as a large user of water. One of the paths for addressing this issue is improving farmers’ attitudes towards water conservation. For this purpose, needs assessment could be applied. The aim of this study was to analyze farmers’ attitudes towards water conservation by application of needs assessment using Maslow’s theory. This study as a descriptive research has been conducted using survey techniques. Statistical population of this study consisted of farmers of Kavar township (N=13187). Applying Cluster sampling method 383 farmers was selected as sample. A questionnaire was used to collect data. Its face validity was confirmed by professors of social psychology and agricultural extension and its reliability was measured by calculating Cronbach's alpha (0.69 ≤ α ≤ 0.97). The results showed that safety and physiological needs as the most important factors had a negative and significant effect on farmers’ attitudes towards water conservation. Social needs and esteem needs were the other factors influencing dependent variable. Based on the results, the solutions for water conservation that are consistent with the needs of farmers can be proposed. https://ijaedr.ut.ac.ir/article_66053_8277f4b5ed0321254b5e6e09ca4d3fd2.pdf