A load applying unit includes a motor and a rotation transmission mechanism.A unit for causing the motor to be in a state where the motor creates a counter-electromotive force when rotational force from the roll body is received by applying a voltage less than a minimum driving voltage to the motor and a unit for changing a conveyance speed with which the conveyance unit conveys the print medium are included. While the print medium is pulled out from the roll body and the print medium is set in a state where image forming can be started, the motor is caused to be in the state where the motor can create the counter-electromotive force, and the conveyance unit performs a conveyance operation by changing the conveyance speed of the print medium in accordance with a detection result of the detecting unit.