How do cognitive biases influence farmers' participation in water conservation at Lake Urmia? Insights from social norms theory

Despite Lake Urmia being an international wetland with ecological, social, and economic value in the area, evidence indicates that its desiccation and degradation have seriously compromised this watershed during the past two decades. In this regard, human elements—particularly cognitive biases—significantly prevent farmers from participating in water conservation initiatives. Accordingly, this study investigated how cognitive biases influence the farmers' participatory water conservation behaviors (PWCBs) in the Lake Urmia basin. To achieve this, the study employed an established socio-psychological theory—Social Norms Theory (SNT)—which has rarely been applied to investigate pro-environmental behaviors (PEBs). A questionnaire survey was distributed amongst 665 farmers within the Lake Urmia basin. The results of the survey indicated that the average age of the farmers was 44.4 years; the mean cultivated land area was 5.5 ha and the average number of land plots was 3.4. Also, the results showed while the extent of PWCBs varied among farmers, most have never engaged in PEBs or have rarely done so. Moreover, the results of the structural equation modeling (SEM) showed that pluralistic ignorance (PI), fundamental attribution error (FAE), false consensus effect (FCE), and bystander effect (BE) exerted statistically significant negative impacts on the PWCB variable. These variables might help explain approximately 61 % of PWCB's variances. Also, the results showed while the extent of PWCBs varied among farmers, most have never engaged in PEBs or have rarely done so. Most importantly, the findings confirmed the validity and usefulness of SNT for predicting PEBs, including PWCB. The study applied and tested SNT in a novel setting (i.e., water-saving behavior), broadening the current empirical and theoretical knowledge on PEBs. Furthermore, this study sheds important light on the design and implementation of suitable and pragmatic solutions that increase farmers' involvement in water conservation practices, thereby helping to support the rehabilitation of Lake Urmia.