The power of the health belief model (HBM) to predict water demand management: A case study of farmers' water conservation in Iran

Beyond tradition: Unveiling the socio-psychological drivers of sustainable water use in farming

Water conservation policies in agriculture, the largest consumer of water, are unlikely to succeed unless farmers voluntarily engage in water conservation behaviors (WCBs). Effective measures to reduce agricultural water consumption include cultivating low-water consumption (LWC) crops and adopting modern irrigation systems (MIS). Therefore, identifying the socio-psychological drivers influencing these WCBs and analyzing their distinctions are critical policy considerations for promoting sustainable water conservation actions. Hence, this study aimed to: (1) Explore the intentions and behaviors related to farmers' adoption of LWC crops and MIS, identify key determinants, and comparing them; and (2) Extend the Theory of Planned Behavior (TPB) by incorporating information publicity and personal involvement as social factors, and evaluate the robustness of this extended TPB (ETPB) compared to the original TPB in explaining farmers' WCBs. A cross-sectional survey and face-to-face interviews were conducted with 280 farmers living in Ardabil plain, Iran, and Structural equation modeling (SEM) was employed to analyze the data. Findings from ETPB revealed that information publicity was the dominant predictor of farmers' intention to adopt LWC crops (β = 0.65). Conversely, perceived behavioral control was the most significant predictor of farmers' intention to adopt MIS (β = 0.37). In terms of actual adoption, personal involvement (β = 0.41) was the strongest determinant for adopting LWC crops, whereas intention (β = 0.46) was the dominant predictor for adopting MIS. The ETPB model demonstrated a notable increase in predictive power. Specifically, it showed a 79 % improvement in predicting intention and a 31 % improvement in predicting behaviors for adopting LWC crops compared to the original TPB. For adopting MIS, the ETPB model exhibited a 25 % increase in predicting intention and a 5 % increase in predicting behavior.

Extending the theory of planned behavior to predict the behavior of farmers in choosing low-water-intensive medicinal plants

Water scarcity has become a serious challenge in many parts of the world due to increasing demands and the impacts of climate change. The agriculture sector globally accounts for a major portion of water consumption, yet it also holds substantial potential for water conservation. Among the most effective ways to conserve water is to cultivate low-water-demanding crops, such as medicinal plants (MPs), instead of water-demanding crops (WDC). However, the voluntary participation of farmers, largely influenced by socio-psychological drivers, is crucial for successfully implementing most water conservation programs and needs to be addressed. Therefore, the main objectives of this paper were: (1) to identify the determinants that explain farmers' intention and behavior in cultivating MPs instead of WDC; and (2) to examine the effectiveness and performance of an extended version of the theory of planned behavior (TPB) in predicting farmers' intention and behavior toward cultivating MPs by innovatively incorporating four new variables into the original TPB model: perceived barriers, moral norms, compatibility, and relative advantage. The applicability of the theoretical framework was evaluated in the Sojasroud Plain, Zanjan province, Iran. The results of the structural equation modeling revealed that: (1) farmers' intention to cultivate MPs instead of WDC is significantly influenced by perceived barriers, moral norms, subjective norms, and perceived behavior control (the strongest predictor); and (2) farmers' behavior in cultivating MPs instead of WDC is predicted by relative advantage, compatibility, and intention (the most prominent determinant). The R2 values for predicting intention and behavior were 55% and 53%, respectively. Based on the results, some practical policies were proposed to increase the cultivation of MPs in the study area.

Tweeting a Pandemic: Communicating #COVID19 Across the Globe

The COVID-19 pandemic brought about an urgent need for public health departments to clearly communicate their prevention, testing, and treatment recommendations. Previous research supports that Twitter is an important platform that public health departments use to communicate crisis information to stakeholders. This study aimed to shed light on how international health departments shared relevant information about COVID-19 on Twitter in 2020. We conducted a quantitative content analysis of N = 1,200 tweets from twelve countries, across six continents. COVID-19 prevention behaviors were consistently referenced far more than testing or treatment recommendations across countries. Disease severity and susceptibility were referenced more than recommendation benefits, barriers, and efficacy. Results provide support for how public health departments can better communicate recommendations related to COVID-19 behaviors. Based on these results, implications for public health organizations and public relations practitioners worldwide are discussed, and hands-on action guidelines are provided.

The moderating role of trust in government adoption e-service during Covid-19 pandemic: health belief model perspective

The present paper discusses the influence of factors in the health belief model (HBM) on adopting government e-services during the Covid-19 pandemic in Indonesia. Furthermore, the present study demonstrates the moderating effect of trust in HBM. Therefore, we propose an interacting model between trust and HBM. A survey of 299 citizens in Indonesia was used to test the proposed model. By using a structural equation model (SEM), this study found that the HBM factors (perceived susceptibility, perceived benefit, perceived barriers, self-efficacy, cues to action, health concern) significantly affect the intention to adopt government e-services during the Covid-19 pandemic, except for the perceived severity factor. In addition, this study reveals the role of the trust variable, which significantly strengthens the effect of HBM on government e-service.

What Factors Will Influence Chinese International Traveling for Leisure in the Post-COVID-19 Era: Role of Health Priorities and Health-Related Information Literacy

China used to be the world's leading nation in terms of international (outward) tourism till the COVID-19 outbreak. However, due to the COVID-19 crisis, several new macro and micro-level factors might affect their international (outward) traveling behavior. The purpose of the current research was to examine the avoidance of international traveling for leisure in the Chinese population. The goal of the study was to highlight the importance of information self-efficacy and digital literacy as the key factors influencing tourists' traveling readiness. To achieve the goal, the study adapted the quantitative instruments from existing sources to map media exhaustion, information overload, and perceived health concerns, i.e., perceived effectiveness of health-protective measures, fear of new possible outbreaks, and pandemic crisis at source and destination. Chinese citizens' opinions were collected during the third quarter of the year 2022. Specifically, the quantitative survey from China collected a total number of 1308 respondents. This study used the statistical analysis software SPSS to analyze collected data. The findings conclude that the role of media is pivotal to shaping and predicting future trends in tourism preferences, perception of protective measures against COVID-19, and perceived seriousness of the pandemic crisis in the Chinese population. In addition, technology readiness (as hard self-efficacy) and health-related information literacy (soft self-efficacy) are critical to cope with the dark aspects of information exhaustion, overload, and pandemic seriousness in the post-truth era. The study is unique, as it examines the role of the seriousness of the pandemic at its source and destination and fear of new outbreaks simultaneously, underlining the potential future of immersive tourism (i.e., virtual reality, augmented reality, or mixed reality-based tourism). This study has drawn interesting theoretical and practical implications for researchers, policymakers, and academicians.

Community Safety Behavior in Response to Coronavirus Pandemic

The purpose of this study is to explore the behavior and lifestyle of individuals in response to the coronavirus that the safety behavior of people in the coronavirus disease of 2019 pandemic. Hence, the study integrates the theory of planned behavior and the health belief model to understand the behavioral change in response to the coronavirus pandemic. The current study is qualitative therefore, a survey-based online questionnaire was used for data collection from university students and staff (faculty and nonfaculty) residing in top-tier cities of Pakistan, nonprobability convenient sampling was used to approach the audience. A two-stage approach was used to test the model using partial least square (variance-based structural equation modeling). The reliability and validity of the measurement model indicate that the data is reliable and valid. Outcomes prove all the relationships as proposed by the study, except for the impact of perceived barriers on intention and individual safety behavior. Perceived barriers act as obstacles that abstain individuals from following the standard operating procedures. The research agenda provides new insights into the fields of marketing, health care, consumer behavior, and behavioral studies. It contributes to the existing literature in the field of social marketing by studying the behavior and changes in the behavior of people in the global pandemic.

How cyberchondria and decision self-efficacy shapes the acceptability of COVID-19 vaccine: A gender-based comparison

Objective

Alarmingly, the individuals' reach and coverage to get vaccinated in developing regions during the pandemic is a massive challenge for concerned authorities. This study aimed to demonstrate how cyberchondria play a significant role in a classical health belief model. Cyberchondria may influence cognitive factors (e.g. self-efficacy), which may contribute to an increase in attitude-behavior gap. Especially in the context of a health-centric scenario, it may discourage individuals to take protective measures.

Method

By using the cross-sectional research design, the authors conducted a quantitative survey in Pakistan and collected 563 responses from 303 male respondents (rural = 91; urban = 212) with (Urban M:35.5, standard deviation (SD):13.4) and rural M:37.5, SD:8.4).

Result

The findings indicate that decision self-efficacy among males is stronger than that in females. It dominates other determinants, which can dampen the individuals' intentions to get vaccinated. For instance, the effect of conspiracies and perceived seriousness was noted nonsignificant and weak. In females, perceived seriousness was stronger determinant than in males. In addition, the negative effect of decision self-efficacy was noted in the case of females, and conspiracy and cyberchondria had a negative role.

Conclusion

This study highlights valuable implications for future research in infodemic, health communication and health literacy, and practical implications for regulatory bodies and public administration.

Understanding the impact process of vaccine adoption for COVID-19

Vaccination for the novel coronavirus disease 2019 (COVID-19) provides an effective approach for the general improvement of social safety and individual health. To date, few studies have analyzed the adoption of COVID-19 vaccines from an entire impact process perspective. Using the health belief model (HBM) and the valence theory, this research evaluates the impact process of vaccine adoption for COVID-19. The respondents in this study were individuals who have been vaccinated in China. The effective sample included 595 individuals. Four valuable and novel findings are identified through this research. First, neither perceived susceptibility nor perceived severity has a statistically significant impact on the benefits from vaccination, threats from vaccination and self-efficacy. Second, benefits from vaccination produce a significant positive effect on self-efficacy and vaccine adoption. Third, threats from vaccination produce a significant negative effect on self-efficacy and vaccine adoption. Fourth, both self-efficacy and cues to adoption produce a significantly positive impact on vaccine adoption. Our theoretical model, which is the main contribution of this research, indicates that individual vaccine adoption is simply a process that leads from behavioral cognition to behavioral intention, rather than from psychological perception to behavioral cognition and then from behavioral cognition to behavioral intention.

The Influencing Factors of HIV-Preventive Behavior Based on Health Belief Model among HIV-Negative MSMs in Western China: A Structural Equation Modeling Analysis

(1) Background: Men who have sex with other men (MSMs) are at high risk of being infected by the human immunodeficiency virus (HIV) in western China. Pre-exposure prophylaxis (PrEP) is an efficient way to prevent HIV transmission. However, adherence is the most vital determinant factor affecting PrEP effectiveness. We conducted a study based on the Health Belief Model to explore factors that predict adherence to PrEP among a cohort of 689 MSMs in western China. (2) Methods: We assessed perceived susceptibility, severity, benefits, barriers, self-efficacy, cues to action, and HIV-preventive behavior through a cross-sectional survey. (3) Results: PrEP self-efficacy was directly associated with PrEP behaviors (β = 0.221, p < 0.001), cues to action were directly associated with PrEP behaviors (β = 0.112, p < 0.001), perceived benefits were directly associated with PrEP behaviors (β = 0.101, p < 0.001), and perceived susceptibility was directly associated with PrEP behaviors (β = 0.117, p = 0.043). (4) Conclusion: Medication self-efficacy, perceived susceptibility, and cue to action structures are predictors of the MSMs’ HIV-preventive behavior in western China. These results will provide theoretical plans for promoting PrEP adherence in MSMs.

Socio-psychological determinants of Iranian rural households' adoption of water consumption curtailment behaviors

Dealing with a growing population and a shortage of drinking water is a major challenge for politicians and planners. A key factor in ensuring a sustainable water supply is water conservation at the household level, which can increase productivity and save water resources. Therefore, promoting water consumption curtailment behavior will contribute significantly to reducing the global water crisis, especially in arid and semi-arid regions. Water consumption curtailment behaviors depend on individuals’ encouragement to choose and adopt voluntary behaviors and cannot be enforced by any political or planning power. In order to encourage water conservation those social and psychological factors should be considered that influence individuals to participate or adopt water consumption curtailment behaviors. Therefore, the study of factors influencing rural households' water consumption curtailment behaviors is of great importance. This study aimed to describe the socio-psychological factors influencing water consumption curtailment behaviors among rural households in southwestern Iran. The extended theory of planned behavior (ETPB) was used as a theoretical framework in this study along with descriptive norms (DN), moral norms (MN), habits, and justification. Data were collected using a questionnaire and analyzed using structural equation modeling (SEM). The results showed that ETPB can explain 35% and 54% of intention and water consumption curtailment behaviors among rural households in Iran. Our findings may assist policymakers in reducing domestic water consumption.

Chinese Residents' Healthy Eating Intentions and Behaviors: Based on an Extended Health Belief Model

Unhealthy eating is one cause of obesity and some chronic non-communicable diseases. This study introduces self-efficacy and health consciousness to construct an extended health belief model (HBM) to examine the factors influencing healthy eating intentions and behaviors of Chinese residents and explore the moderating effect of perceived barriers and the mediating effect of healthy eating intentions. Through the survey platform “Questionnaire Star”, this study collected quantitative data from 1281 adults, and partial least squares structural equation modeling was used for confirmatory factor analysis, path analysis, importance-performance map analysis, and multi-group analysis. Results showed that perceived susceptibility, perceived severity, perceived benefits, self-efficacy, and health consciousness had a significant positive effect on residents’ healthy eating intentions. Perceived barriers had a significant negative effect on residents’ healthy eating intentions. Healthy eating intentions had a significant positive effect on healthy eating behaviors. Perceived barriers played a significant negative moderating effect between healthy eating intentions and behaviors. Healthy eating intentions had a positive and significant mediating effect. The multi-group analysis showed that extended HBM has relative generalization ability. The extended HBM has good explanatory and predictive power for healthy diet and provides a new framework for understanding the influencing factors of individuals’ healthy eating intentions and behaviors.

Promoting the adoption of residential water conservation behaviors as a preventive policy to sustainable urban water management

As concerning with water insecurity driven by water scarcity threatens the lives and livelihoods of humanity worldwide, urban water demand management is focused on promoting residential water conservation behaviors (WCBs) as a critical policy response to water scarcity. However, urban water conservation initiatives cannot be successful unless households involve in residential WCBs voluntarily by adopting water curtailment and/or water-efficiency actions. Thus, understanding motivations and mechanisms underlying accepting these two types of WCBs and interpreting their distinctions are primary policy considerations to make sustainable water consumption behaviors. Hence, the purpose of this research was twofold: (1) To explore intentions to household adoption of water curtailment and water-efficiency actions, key corresponding determinants, and distinctions between them; and (2) To evaluate the capability and robustness of the Health Belief Model (HBM) to explain residential WCBs. The present research design was a cross-sectional survey conducted in Tehran, Iran. The outcomes from structural equation modeling indicated that: (1) Water curtailment intention was solely determined by self-efficacy and perceived benefits; (2) In addition to self-efficacy and perceived benefits, perceived severity, cues to action, and perceived barriers were significantly related to water-efficiency intention; (3) While only perceived susceptibility was not a significant determinant for water-efficiency intention, perceived susceptibility, perceived severity, perceived barriers, and cues to action could not significantly explain water curtailment intention; (4) Self-efficacy also emerged as the strongest predictive variable behind intentions to adopt both WCBs; (5) The perceived barriers had a negative significant relationship only with water-efficiency intention; and (6) The HBM could explain 72% and 61% of the variance in households' intentions to adopt water curtailment and water-efficiency actions, respectively. These outcomes supported that the HBM could propose a reliable and practical heuristic theoretical framework to predict residential WCBs. Moreover, the findings confirmed significant differences among socio-psychological factors behind intentions to household adoption of both WCBs, which need to be addressed. The research results introduced numerous implications from theoretical and policy standpoints for improving residential WCBs.

Health information seeking and sharing behavior of young adults on social media in Pakistan

Social media such as Facebook, YouTube, WhatsApp, and Twitter have radically enhanced the public access to health information. Still, studies have unexplored the factors that contribute toward such behaviors especially in developing countries. Therefore, this study identifies the factors that contribute to the likelihood of young adults’ health information seeking and sharing on social media. Specifically, drawing upon health belief model (HBM), the study attempts to understand how health belief and e-Health literacy affects health information seeking and sharing on social media. The study collected data from 413 young adults through Google Forms on a random basis. The results generated applying structural equation modeling confirmed that HBM related factors such as perceived susceptibility, perceived severity and perceived benefits positively while perceived barriers negatively influence young adults’ health information seeking and sharing intentions on social media. Furthermore, e-Health literacy was positively associated with health information seeking and sharing intentions on social media. This study is amongst a first few studies in the context of developing world to investigate the young adults’ intentions of seeking and sharing health information on social media based on HBM.

Sustaining the Benefits of Social Media on Users’ Health Beliefs Regarding COVID-19 Prevention

During the COVID-19 pandemic, social media has facilitated the efficient and effective dissemination of healthcare information and helped governments keep in touch with their citizens. Research has indicated that social media can exert negative and positive influences on users’ mental health. One negative effect is social media fatigue caused by information overload. However, under the current pandemic, comprehensive research has yet to be executed on the effect exerted by social media on users’ health beliefs and subjective well-being (SWB). Consequently, we conducted our research to probe the influence of social media on users’ perceptions of COVID-19 prevention. This study established a research model based on 340 valid responses to an online questionnaire survey from Taiwan. SmartPLS 3.0 was used to verify the developed measurement and structural models. We found social media users’ incidental and focused knowledge gain positively related to their social media intensity. In addition, social media intensity positively correlated with health beliefs and SWB. Accordingly, we can determine that proper social media use can enhance health beliefs. Based on our derived findings, we propose a set of practical recommendations to leverage social media effectively and sustainably during, and after, the COVID-19 pandemic.

Investigating the Adoption of Precautionary Behaviors Among Young Rural Adults in South Iran During COVID-19

COVID-19 is an unprecedented challenge for public health worldwide. Reducing the incidence of the disease requires protective measures to prevent virus transmission. Understanding those factors influencing preventive behavior is the first step in preventing the spread of the disease. This study investigates factors affecting youth intention and preventive behaviors in the face of COVID-19 through the health belief model by using a cross-sectional survey collected through an online questionnaire. The sample comprises 304 rural youth in South Iran who were selected through a random sampling technique. The results reveal that perceived severity, perceived benefits, public health beliefs, perceived self-efficacy, and the cue to act positively and significantly affect preventive behaviors. The model explains 59% of variance changes in rural youth preventive behaviors during COVID-19. Cue to action is the strongest and self-efficacy was the weakest determinant of youth's preventive behavior. This study confirms that the HBM framework has appropriate predictive power and is an effective tool for investigating preventive behaviors during COVID-19. These results provide important policy implications for the development of policies that aim to avoid the further spread of COVID-19 between young citizens.

Health concerns among waste collectors during pandemic crisis

The COVID-19 pandemic has negatively affected the economic, social, and psychological aspects globally. COVID-19 can possibly spread through municipal solid waste (MSW) if it is collected, bagged, transported, and disposed inappropriately. Such situation has posed significant challenges to MSW management (MSWM), which has led waste personnel under massive pressure. This study aims to examine the health-protective behavior of sanitation workers/MSW collectors (MSWCs) during the COVID-19 crisis. Quantitative data were collected by using a self-administered survey from 418 MSWCs working in Mainland China. The study extended the traditional health-belief model and proposed education and training as a facet of the behavioral model. Result showed that education and training were a significant predictor of health-protective behavior. Moreover, the moderating incremental influence of regulative assistance significantly affected the behavioral mapping of MSWCs. This study contributes to the literature by mapping the concerns, risks, and challenges experienced by MSWCs in times of a health crisis. Policymakers should specially consider the safety and hygiene concerns of frontline workforce in the whole chain of waste management (including the outsourced operations of MSWM). Lastly, the adoption of smart communication with the frontline workforce (i.e., MSWCs) is in dire need to maintain trust and avoid rumors and misconceptions during the time of a pandemic situation.

Analysis of Preventive Behaviors of Rural Tourism Hosts in the Face of COVID-19 Pandemic: Application of Health Belief Model

The novel coronavirus (COVID-19) is one of the most severe public health crises in recent history. Therefore, in order to prevent the spread of COVID-19 and its negative effects on the health of rural tourist hosts and the rural community, it is necessary to pay attention to the conservation and health behaviors of rural tourist hosts. This study was conducted with the purpose of analyzing preventive behaviors of rural tourism hosts in the face of COVID-19 pandemic with the application of the health belief model (HBM) that is one of the most widely used models to study behavior to prevent and control diseases. In this study, all 80 tourism hosts of tourism target villages in Kermanshah province (the west of Iran), were studied as study population. A questionnaire was used to collect data which its validity and reliability were confirmed. Structural equation modeling (SEM) using Smart PLS software was used to analyze the data. The results of SEM indicated that perceived severity, perceived susceptibility, self- efficacy, perceived benefits, and cues to action accounted for 56% of the variance of "COVID-19 preventive health behavior" among the hosts of rural tourists in Kermanshah province. Moreover, the perceived susceptibility was the strongest predictor of preventive health behavior, while perceived barriers were not significant on behavior. Therefore, planning based on the HBM with emphasis on increasing awareness to improve and modify the health behavior of rural tourist hosts is recommended.

Factors affecting smallholder farmers' technical and non-technical adaptation responses to drought in Iran

Farmers adopt a range of technical and non-technical adaptation behaviors (TANAB) to alleviate the negative effects of drought. Understanding this adaptation behavior and its determinants is essential for improving adaptation capacity and promoting sustainable agriculture. In this study, we investigated the factors affecting TANAB using the Health Belief Model (HBM) as a theoretical framework. A survey was conducted of 320 farmers in Dashtestan County, Bushehr Province, southern Iran, on the shores of Persian Gulf. We used multi-stage stratified random sampling to select the research samples and applied structural equation modeling to analyze the determinants of TANAB. The findings revealed that the self-efficacy variable is the most important predictor of TANAB. As well as self-efficacy, other determinants of technical adaptation behaviors (TAB) are perceived barriers, severity, and susceptibility. Self-efficacy and cue to action were found to determine non-technical adaptive behaviors (NAB). This study indicates the differences between the determinants of TAB and NAB and emphasizes the key role of self-efficacy. The results of this study have implications for policymakers in the agricultural sector and can help in the development of interventionist policies to improve rural development in response to environmental crises. Governments and policymakers need to reinforce capacity-building potential for agricultural extension systems and adaptation training through information and communication technologies. This investment in education is critical for sustainable agricultural development and encourages farmers to adopt appropriate drought strategies aiming reducing farmers' vulnerability.

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

During the COVID-19 pandemic, livestream shopping has provided consumers with a way to maintain social distancing while offering an alternative to offline shopping. This study aims to understand the impact of COVID-19 and other public health crises on the behavioral intentions of consumers using livestream shopping technology. A theoretical model was designed that combines the health belief model, trust theory, and the theory of planned behavior. Empirical data were collected from 358 residents in China and then analyzed using structural equation modeling. The results showed that perceived susceptibility, perceived severity, perceived benefits, and perceived obstacles had a significant impact on consumer trust. Consumer trust in turn had a direct impact on behavioral intention and an indirect impact on behavioral intention via attitude. These research results have practical implications for livestream shopping merchants, platform decision-makers, and service designers.

What Explains Natives and Sojourners Preventive Health Behavior in a Pandemic: Role of Media and Scientific Self-Efficacy

The COVID-19 pandemic triggered a severe global public health emergency. The current research investigated and compared "Natives and Sojourners" health-protective behavior in Mainland China during the pandemic. We adopted a unified view to propose our theoretical model by adapting the Health Belief Model (HBM) and Institutional Theory (IT). The data obtained through an online survey questionnaire from 435 respondents during the second and third quarters of were analyzed. Structural equation modeling (SEM) was used to empirically analyze the proposed model. The media self-efficacy (MSE), scientific self-efficacy (SSE), perceived health risks (PHRs), and the perceived benefits of being protected have positive and significant effects on the definition of health-protective behavioral intentions among natives and sojourners in mainland China. Media and SSE can play a strategic role in formulating public health-protective behavior. The current research recommends an effective communication with sojourners during crisis for them to be a part of the national crisis management plan (i.e., infectious disease).

How can socio-psychological factors be related to water-efficiency intention and behaviors among Iranian residential water consumers?

Water security while facing a growing water demand and decreasing supply has become a vital issue in urban areas, especially in arid and semi-arid regions. Considering households' potential for significant water saving, residential water conservation has become the main component of the future sustainable water supply. To encourage households to engage in water conservation behaviors voluntarily, it is crucial to recognize and consider the socio-psychological factors influencing acceptance of such behaviors, including intention, normative aspects, and so on, because it can lead to the implementation of effective policies in urban water demand management. The main goal of the current research was to investigate the prerequisites and determinants of household water-efficiency intention and behaviors among Iranian citizens. To that end, the current research was based on the theory of planned behavior (TPB) and extended TPB by adding three new variables: moral norm, perceived risk, and familiarity to the theoretical framework. A questionnaire survey method (N = 820) was used to collect data from Tehran citizens. Structural equation modeling revealed that intention to adopt water-efficiency behaviors was predicted by attitude, perceived behavioral control (the most potent predictor), moral norm, perceived risk, and familiarity. Water-efficiency behaviors were predicted by intention, perceived behavioral control, and familiarity (the strongest determinant). Perceived risk was also a substantial determinant for attitude and moral norm. The findings indicated that both TPB and extended TPB frameworks are useful and practical tools for explaining the relationship between socio-psychological factors and water-efficiency intention and behaviors. Moreover, after the inclusion of the three new variables of moral norm, perceived risk, and familiarity in the original TPB, its predictive power for intention and behaviors increased up to 9% and 21%, respectively. According to the results, implications for improving and promoting water-efficiency intention and behaviors among households and suggestions for relevant future studies are proposed.

The Determinants of Panic Buying during COVID-19

The COVID-19 pandemic has seen an unmatched level of panic buying globally, a type of herd behavior whereby consumers buy an uncommonly huge amount of products because of a perception of scarcity. Drawing on the health belief model, perceived scarcity, and anticipated regret theories, this paper formulated a theoretical model that linked the determinants of panic buying and analyzed their interrelationships. Subsequently, data were collated from 508 consumers through an online survey questionnaire in Singapore that was conducted during the early stage of the pandemic, before the onset of the circuit breaker in April 2020. Next, an analysis of the results was done through structural equation modeling. It showed that the effect of the health belief model dimensions (i.e., perceived susceptibility, perceived severity, outcome expectation, cues to action, and self-efficacy) on panic buying is partially mediated by the consumers' perceived scarcity of products. Furthermore, the effect of perceived scarcity on panic buying is partially mediated by consumers' anticipation of regret. This paper expands on the current theoretical understanding of panic buying behavior, giving insights into the possible measures and solutions that policymakers and relevant stakeholders can uptake to manage panic buying in future a pandemic or health crisis.

Some at Risk for COVID-19 Are Reluctant to Take Precautions, but Others Are Not: A Case From Rural in Southern Iran

Little is known about the evaluative and cognitive foundations for adopting preventive measures to reduce the spread of COVID-19. Recognizing the existence of a gap in the knowledge describing the intention and behavior of participating in health measures, this study investigated the drivers that contribute to the intention to take health protective measures among 305 rural youth from the Dashtestan Region, Bushehr Province, and southern Iran, reached through an online survey. Protection motivation theory (PMT) served as the theoretical framework for the study. It was able to forecast variation in intentions and behaviors with accuracies of 39 and 64%, respectively. Furthermore, the variables of response efficiency, perceived severity, and self-efficacy had a positive and significant effect on protective intentions. Additionally, perceived severity, self-efficacy, and intention produced a positive and significant impression on behaviors, with most of the behavioral variance being accounted for by intention, as was hypothesized. In conclusion, it is suggested that health development including training measures that take account of both the concrete issues of health resources and technologies and of more abstract ones, such as mindset readiness, are important for engagement in positive health care behaviors. Accordingly, training-based interventions for rural youth should be contemplated, with the object of changing their intentions.