The conventional production model based on extensive use of chemical inputs such as pesticides is increasingly challenged. Organic agriculture is considered as one of the most important alternative agricultural systems to produce healthy food without any chemicals. Current models are not suitable for prediction of environmental behaviors. The current study aims to analyze the diffusion of organic agriculture to produce healthy food with the environmental sociology approach among farmers. The study was conducted using the survey research and multi-stage random sampling in Fars province, in the south of Iran. The samples included 215 farmers. The reliability of the questionnaire was confirmed by conducting a pilot study out of the main sample. The results showed that the farmers have strong attitude to the environment and are for the most part, highly intentioned to perform organic activities. Based on the results, the farmers’ intention toward adoption of organic agriculture, environmental identity, and responsibility of pro-environmental behavior, and their moral norms play an important role to accept organic agricultural activities. There are also some effective factors in implementation of organic agriculture including farmers` increasing awareness about the principles of organic farming, controllability of environmental behaviors as well as their accessibility to the resources and facilities for organic farming. The study emphasized that the attitude and enhancing the knowledge do not lead to pro-environmental behaviors and organic activities directly. Using the models and environmental sociology theories is more efficient to explain pro-environmental behaviors. To this aim, some suggestions were presented to increase the adoption of organic activities and persuade the Iranian farmers to select this kind of cultivation.

基于大量使用农药等化学品投入的传统生产模式日益受到挑战。有机农业被认为是不使用任何化学品生产健康食品的最重要的替代农业系统之一。当前的模型不适合预测环境行为。本研究旨在利用环境社会学方法在农民中分析有机农业生产健康食品的扩散。该研究是在伊朗南部法尔斯省利用调查研究和多阶段随机抽样进行的。样本包括 215 名农民。通过对主要样本进行试点研究证实了调查问卷的可靠性。结果表明，农民对环境的态度强烈，并且大部分从事有机活动的意愿较高。结果表明，农户的有机农业采用意愿、环境认同、亲环境行为的责任感以及道德规范对接受有机农业活动具有重要作用。实施有机农业还存在一些有效因素，包括农民对有机农业原理的认识不断提高、环境行为的可控性以及有机农业资源和设施的可及性。研究强调，态度和知识的提高并不直接导致亲环境行为和有机活动。使用模型和环境社会学理论可以更有效地解释亲环境行为。为此，提出了一些建议，以增加有机活动的采用，并说服伊朗农民选择这种种植方式。