The influence of religious leaders in agricultural educational programmes: applying the theory of planned behaviour

Abstract

In recent years, we see religion playing a leading role in some communities, and an important factor in people's lives. Iran is dominated by the Muslim religion and the character of the country is strongly marked by Islam. In rural areas, where the majority of the population resides, religious leaders are considered as opinion makers. Therefore, identifying those behaviours is important. The theory of planned behaviour is a model that has been used to understand behavioural beliefs and to provide a framework for using those beliefs as intervention targets. The aim of this study was to determine the behaviour of religious leaders participating in agricultural educational programmes (AEPs) in Iran. A survey research approach was chosen to collect data from 260 religious leaders selected using a random simple sampling method. Multiple regression analysis was used to predict the variables effect on behaviour. The findings revealed that religious leaders have high intention to participate in AEPs. The results also provided an expanded understanding of the factors that shaped these religious leaders behaviour towards participation in AEPs and the implications of these findings are discussed.