“…The VBN theory has been widely used to explain pro-environmental behavior in different contexts, such as in sustainable consumption (Han et al, 2020 ; Yakut, 2021 ; Ahn and Kwon, 2022 ), sustainable tourism (Han, 2015 , 2021 ; Manosuthi et al, 2020 ; Sharma and Gupta, 2020 ), sustainable management of protected marine areas (Wynveen et al, 2015 ), and different geographical and ethnic contexts (Chen, 2015 ; Ghazali et al, 2019 ; Medina et al, 2019 ). Although thorough VBN applications for agriculture are still few in numbers, the separate VBN elements have been included in many studies in the agricultural sector, for example, connections between climate change beliefs to adaptation and mitigation action in Denmark (Jørgensen and Termansen, 2016 ), and climate change beliefs and norms in Scotland (Barnes and Toma, 2012 ) and Germany (Eggers et al, 2015 ; Jantke et al, 2020 ).…”