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There is a high risk of serious water shortages in Middle-East and North African countries. To decrease this threat water conservation strategies are gaining overall importance and one main focus is now on farmer's behavior. Among other dimensions it is assumed that normative issues play an important role in predicting environmental oriented intentions and actual actions. To empirically test the possible interactions the Theory of Planned Behavior was used, revised and expanded for the specific case on water management issues and applied to Iranian farmers. The results could not validate the TPB framework which emphasizes the importance of perceived behavioral control for intention and actual behavior and findings are much more in line with the Theory of Reasoned Action. Normative inclinations as well as perception of risk are found to be important for intention as well as actual water conservation behavior. Additionally, the importance and linkages of the dimensions are found to be different between sub-groups of farmers, especially between traditional water management farmers and those who already using advanced water management strategies. This raises the question if one-fits-all behavioral models are adequate for practical studies where sub-groups may very much differ in their actions. Still, our study suggests that in the context of water conservation, normative inclination is a key dimension and it may be useful to consider the role of positive, self-rewarding feelings for farmers when setting up policy measures in the region., (Copyright © 2014 Elsevier Ltd. All rights reserved.)