The Role of Domestic Messaging Applications in Enhancing Safety Culture in the Agricultural Sector of Yazd Province

Abstract

This study aimed to examine the effects of the Iranian domestic messaging applications Eitaa, Rubika, and Bale on safety culture and its dimensions among agricultural operators in Yazd Province. This applied study employed a quantitative descriptive-survey design. The statistical population comprised farmers, orchardists, greenhouse operators, and other agricultural producers in Yazd Province who used at least one of the domestic messaging applications Eitaa, Rubika, or Bale. A sample of 220 participants was selected through proportionate stratified sampling followed by convenience selection within the strata. Data were collected using a researcher-developed questionnaire measuring the perceived effectiveness of domestic messaging applications and four dimensions of safety culture: individual safety, group safety, tools and equipment safety, and environmental safety. Partial least squares structural equation modeling (PLS-SEM) was performed using SmartPLS. Reliability, convergent validity, discriminant validity, and overall model fit were assessed before hypothesis testing. Inferential analyses showed that Eitaa (β=0.288, t=3.529), Bale (β=0.218, t=2.265), and Rubika (β=0.190, t=2.210) had positive and statistically significant effects on agricultural safety culture, with Eitaa demonstrating the strongest effect. All 12 subsidiary hypotheses were also supported, indicating significant positive effects of all three applications on individual safety, group safety, tools and equipment safety, and environmental safety. Path coefficients ranged from 0.232 to 0.300 for Eitaa, 0.223 to 0.277 for Bale, and 0.189 to 0.232 for Rubika. The strongest dimension-specific relationship was observed between Eitaa and group safety (β=0.300, t=3.780). Domestic messaging applications can serve as effective communication and educational platforms for disseminating safety knowledge and warnings and strengthening multiple dimensions of safety culture in agriculture. Eitaa showed the greatest overall influence, suggesting that developing credible, concise, practical, and locally relevant safety content through domestic messaging platforms may contribute to safer agricultural practices and improved risk management in Yazd Province.