Introduction: Access to formal credit remains a pivotal factor shaping the growth and sustainability of agricultural enterprises worldwide, particularly within high-input, capital-intensive systems such as greenhouse production. Banks are among the service organizations that provide financial services, including various types of loans, to their clients. It is crucial for them to understand the factors that significantly influence customers' decisions to take out bank loans. Given that bank loans allocated to agricultural producers and entrepreneurs play a vital role in the prosperity of the agricultural sector, examining the perspectives, intentions, and attitudes of agricultural producers and entrepreneurs regarding the factors influencing access to bank credit is of great importance. Therefore, this study was conducted with the aim of investigating the factors affecting the intention to obtain bank loans among greenhouse operators in Golestan Province.

Methodology: This study is descriptive-correlational in nature and is based on a survey questionnaire. The statistical population consists of 942 greenhouse owners in Golestan Province in the year 2023, and the required information was collected from a sample of 290 individuals.

The research instrument for gathering field data was a research-made questionnaire developed based on a conceptual model grounded in the Theory of Planned Behavior, integrating various demographic variables. The measurement scale for the main constructs of the study utilized a five-point Likert scale. The face and content validity of each construct's items in the questionnaire were confirmed through expert opinion, while the reliability was computed using Cronbach's alpha, yielding values ranging from 0.71 to 0.88. Statistical methods, including correlation coefficient tests and multiple regression analysis, were employed to analyze the study's results using SPSS version 22.

Findings: The results of the multiple regression analysis indicated that perceived behavioral control (β = 0.326, sig = 0.000), attitude toward bank loans (β = 0.098, sig = 0.009), subjective norms (β = 0.160, sig = 0.000), knowledge of the borrowing process (β = 0.165, sig = 0.000), and perceived quality of banking services (β = 0.076, sig = 0.036) had a positive and significant impact on the intention to obtain bank loans. Conversely, age (β = -0.452, sig = 0.000) was found to have a negative and significant effect on the intention to secure bank loans. Additionally, other demographic variables, such as previous borrowing experience, participation in greenhouse management classes, gender, and education level did not have a significant impact on the intention to obtain bank loans.

Conclusion/ implication: The results emphasize that investors and business owners should focus on improving their attitudes towards bank loans and increasing their awareness of the borrowing process. Overall, this study highlights the importance of enhancing the financial knowledge of greenhouse managers as a key strategy. It is recommended that banks and financial institutions strengthen this knowledge among their clients by providing appropriate educational programs in the areas of borrowing and financial management. Such initiatives could contribute to increasing customer satisfaction and improving the financial performance of these institutions.