Modeling Socio-Behavioral Factors Influencing the Adoption of Green Roofs in Ardabil City

Document Type : Research Paper

Authors

1 MSc. in Forest Science and Engineering, Faculty of Agriculture and Natural Resources, University of Mohaghegh Ardabili, Ardabil, Iran

2 Professor, Department of Forest Science and Engineering, Faculty of Agriculture and Natural Resources, University of Mohaghegh Ardabili, Ardabil, Iran

3 Associate Professors, Department of Forest Science and Engineering, Faculty of Agriculture and Natural Resources, University of Mohaghegh Ardabili, Ardabil, Iran.

4 Associate Professor, Department of Water Engineering and Agricultural Management, Faculty of Agriculture and Natural Resources, University of Mohaghegh Ardabili, Ardabil, Iran.

Abstract

This study aimed to investigate the psychological, social, and economic factors influencing citizens’ willingness to adopt green roofs in the city of Ardabil, Iran. The statistical population comprised 353 residents, and data were collected in 2025 using a structured questionnaire. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM). The results of the correlation analysis indicated that several demographic variables, including age, dependence on agricultural income, and distance from the nearest urban green space, had significant relationships with the intention to adopt green roofs. Moreover, all examined psychological and economic constructs, including perceived individual and social usefulness, subjective norms, attitudes toward green roofs, perceived ease of use, and socioeconomic status, demonstrated positive and significant correlations with citizens’ behavioral intentions. The structural model results revealed that attitude toward green roofs and behavioral intention were the strongest predictors of actual adoption behavior, whereas other constructs primarily exerted their influence indirectly through these two variables. The model fit indices confirmed the adequacy of the proposed framework, with SRMR values below 0.08 and NFI values above 0.90, indicating an acceptable model fit and supporting the validity of the theoretical structure. Overall, the findings suggest that the adoption of green roofs is influenced less by individual demographic characteristics and more by cognitive, social, and economic perceptions. Finally, the results indicate that in Ardabil and other cities with comparable socio-urban contexts, the development of green roofs can be facilitated through strengthening public attitudes, increasing awareness, and providing economic incentives within the framework of sustainable urban policy.

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Main Subjects

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Geography and Territorial Spatial Arrangement
Volume 16, Issue 60
October 2026
Pages 195-212

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History

  • Receive Date: 14 June 2026
  • Revise Date: 12 July 2026
  • Accept Date: 28 July 2026

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