Paddy farming has historically been one of the primary occupations of the residents of Mazandaran Province. However, in recent years, it has encountered numerous challenges that have adversely affected the sustainable development of agriculture. These challenges range from water and soil pollution to methane gas emissions, a significant contributor to climate change. This study examines the factors influencing environmental behaviors that have led to these challenges. The research was conducted during the years 1401–1403. A quantitative methodology was employed, utilizing a questionnaire as the primary data collection tool. A total of 400 questionnaires were distributed among paddy farmers across 21 counties in Mazandaran Province. The sampling process was based on a multi-stage stratified sampling method. To ensure the validity of the questionnaire, consultations were conducted with agricultural experts, environmental specialists, and leading paddy farmers. The reliability of the instrument was confirmed using Cronbach's alpha. Descriptive statistical analyses were performed using SPSS26 and AMOS26 software. The results indicated that the categorization of environmental behavior dimensions among paddy farmers revealed that only 27% exhibited a high tendency toward environmentally friendly behaviors during the planting stage. During the growing stage, 76.5% demonstrated sustainable behaviors. In the harvesting stage, 96% showed high environmental behavior tendencies, while in the post-harvest and storage stages, 43% exhibited similar tendencies. This study highlights the critical role of policymakers and planners in enhancing the sustainability of paddy cultivation and offers practical recommendations for improvement.