Under the fifth strategic development plan of Iran, the government is necessitated to trigger the agro-ecological initiatives like conservation agriculture (CA) by stimulating farmers to become involved in the schemes as efficiently as possible, along the lines of global policies to enhance environmentally-friendly development. This study, as being the case, calls for the knowledge gap of motivation-intention-behavior, investigating the association of diverse motivations of 382 farmers in Tabriz, East Azerbaijan, with the soil conservation behavior (SCB), also inclusive of the contribution of CA features, including relative advantage, compatibility, complexity, observability, and testability, as the farmers were stratified to low and high SCB. The theoretical framework consists of the theory of planned behavior (TPB) and motivational model (MM), the former is commonly used and the latter has the potential to be given much attention, conceptualized by well-being, identity, hedonistic, and idealistic concepts. The study provides evidence that 70.42% of farmers adhere to and carry out SCB at a low rate; whereas, 29.58% of the rest has a high adoption rate. The results also illustrate that attitude towards CA contributes to influencing SCB, as well as the significant and positive impact of PBC on behavioral intention and SCB. While well-being motivation has a negative impact on attitude towards CA, behavioral intention, and SCB, identity and hedonistic motivations have a significant and positive impact on attitude and SCB that are mediated by behavioral intention. The paper concludes that (1) the agricultural extension needs to change farmers' attitudes by making farmers aware of the relative advantage, compatibility, and testability of CA, (2) farmers should receive technical, financial, and educational support to increase their volitional control on CA, (3) it is strongly suggested addressing the primary obstacles to SCB, which are facilitated by delivering the subsidized agricultural inputs (e.g., fertilizer, fuel, and livelihoods) to farmers with well-being motivations, (4) the agricultural extension is also recommended recognizing farmers with identity and hedonistic incentives, they are as a reference group and are imitated by non-adopter or slowly adopter farmers.

中文翻译：

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坚持土壤保持倡议的不同动机的贡献以及保护性农业在决策中的作用

根据伊朗的第五个战略发展计划，政府有必要按照全球政策来推动保护性农业 (CA) 等农业生态倡议，鼓励农民尽可能有效地参与这些计划，以加强环境-友好发展。在这种情况下，本研究呼吁建立动机 - 意图 - 行为的知识差距，调查东阿塞拜疆大不里士 382 名农民的不同动机与土壤保持行为（SCB）之间的关联，还包括CA 特征，包括相对优势、兼容性、复杂性、可观察性和可测试性，因为农民被分为低和高 SCB。理论框架由计划行为理论（TPB）和动机模型（MM）组成，前者是常用的，后者有可能受到很多关注，通过幸福、身份、享乐主义和理想主义概念来概念化。该研究提供的证据表明，70.42%的农民坚持和实施SCB的比例较低；而其余 29.58% 的采用率很高。结果还表明，对 CA 的态度有助于影响 SCB，以及 PBC 对行为意图和 SCB 的显着和积极影响。虽然幸福动机对 CA 的态度、行为意图和 SCB 有负面影响，但身份和享乐主义动机对态度和 SCB 有显着和积极的影响，这些影响由行为意图介导。论文得出以下结论：（1）农业推广需要改变农民