The study of extension experts' attitudes about effective factors in consumption of organic products in Iran

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The main purpose of this descriptive – survey research was to study extension experts’ attitudes about effective factors in consumption of organic products and in Iran. The main population consisted of 1200 extension experts in Iran. 289 samples of extension experts’ were selected through randomized sampling to answer the questionnaire. The validity was cheked by a panel of agricultural extension experts the university of Tehran. Reliability was measured by Cronbach's - alpha formula and ? = 0.92 showed the reliability of the questionnaire was acceptable. SPSS Win Software was used for data analyzing, and factor analysis method was employed in this research. According to the results the main communicative channel was TV and radio and the main supply method was labeled organic products in the markets. The results of factor analysis showed that effective factors explained 59.17 percent of the whole variance. In conclusion, four factors extracted, the first factor was educational – supportive, as the first factor, broadcasting, constructive- institutional and infrastructure factors. Also the result of t- test showed that was not different between women and men attitudes.

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