Pro‐environmental intention toward sustainable rangeland's management; application of protection motivation and cultural theories

Abstract This empirical study attempts to deal with an exploration gap surrounding Iranian pastoralists' pro‐environmental intention regarding sustainable rangeland management. This study tested a combination of protection motivation and cultural values theories using structural equation modeling. A sample among rangeland's users was selected and the sample size was determined using Cochrane's (1963) formula to be 289. Data for this study were collected using a researcher‐made questionnaire. Data were analyzed using SPSS (version 20) and AMOS (version 20). The results showed that the conceptual model of this study had a good fit with the data. The combination of the two theories showed good potential in predicting the pro‐environmental intention of rangeland users (51%) compared with previous researches. The results revealed that risk perception, maladaptation, and belief in land degradation directly influence rangeland's pro‐environmental intention.