This paper calls attention to the factors that contribute to predicting behavioral intention to cultivate medicinal and aromatic plants (MAPs) in farmlands, as social-psychological and microeconomic features of the adopter and nonadopter farmers are compared. Against the previous studies that have established inductive-based hypotheses, this research, in turn, benefitted from a deductive-based approach (i.e., theory-driven) and recognized a knowledge gap of attitude-intention behavior and cost-benefit behavior in the case of the adoption of the cultivation of MAPs. Given the nature of the respective hypotheses, the study used a sample of 312 farmers, randomly clustered and selected from the rural areas of Sari and Maragheh Townships, Iran. The former is a leading site respecting the cultivation of MAPs (n1 = 89), and the latter is a less or underdeveloped region (n2 = 223). Respondents were asked to complete a self-implemented questionnaire, conceptually designed by the theory of planned behavior and rational choice theory and confirmed by Cronbach's alpha reliability method. Using the linear regression model, it was revealed that attitude, subjective norms, perceived behavioral control (PBC), and perceived costs are the drivers of intention. In contrast with the nonadopter farmers, adopter farmers have a more positive attitude (Hedges' g = 0.39), subjective norms (Hedges' g = 1.04), PBC (Hedges' g = 1.15), and intentions (Hedges' g = 0.93), as well as lower perceived costs (Hedges' g = 0.56). The study concluded that findings give insight to agricultural policymakers and extension agents in the field of promoting the cultivation of MAPs as a complement to conventional cropping patterns.

本文比较了收养者和非收养者的社会心理和微观经济特征，着重注意了有助于预测种植耕地的药用和芳香植物的行为意图的因素。相对于先前的基于归纳假设的研究，本研究反过来受益于基于演绎的方法（即理论驱动），并认识到案例中态度意图行为和成本收益行为的知识差距MAPs的采用情况。考虑到各自假设的性质，该研究使用了312位农民的样本，这些农民是随机分组的，并选自伊朗的Sari和Maragheh乡镇。前者是尊重MAPs（n1 = 89），而后者是一个欠发达或欠发达的地区（n2  = 223）。要求受访者填写一份自我执行的问卷，该问卷由计划行为理论和理性选择理论进行概念设计，并由Cronbach的alpha可靠性方法进行确认。使用线性回归模型，发现态度，主观规范，感知的行为控制（PBC）和感知的成本是意图的驱动因素。与非采用者相比，采用者农民具有更积极的态度（对冲 g  = 0.39），主观规范（对冲 g  = 1.04），PBC（对冲 g  = 1.15）和意图（对冲 g  = 0.93） ，以及较低的成本感知（套期 克 = 0.56）。该研究得出的结论是，这些发现为农业政策制定者和推广人员在促进MAPs种植作为传统种植模式的补充领域提供了见识。