Integrating behavioural theories to model farmers’ recycling of agricultural waste: A circular economy perspective from Western Iran

The agricultural sector is a major source of environmental pressure due to excessive chemical inputs and mismanagement of crop and orchard residues. The circular economy offers a pathway to close resource loops through waste recycling and valorization. This study integrates the Theory of Planned Behavior and the Norm Activation Model to examine the psychological and behavioural drivers of agricultural and horticultural waste recycling among farmers in western Iran – one of the country’s most important agricultural regions. A stratified sample of 384 farmers completed a culturally adapted and pilot-tested questionnaire. Partial least squares structural equation modelling revealed that recycling intention is significantly predicted by attitudes (β = 0.34), personal norms (β = 0.41), subjective norms (β = 0.07) and perceived behavioural control (β = 0.05). Recycling behaviour is shaped by intention (β = 0.25) and perceived control (β = 0.12), but a notable intention–behaviour gap (Q² = 0.055) suggests structural and contextual barriers. The findings underscore the interplay of social influence, moral obligation and individual agency in shaping pro-environmental practices. The study offers targeted policy and extension recommendations, including participatory training and infrastructure support, to advance rural circular economy practices.