The conventional production model based on extensive use of chemical inputs such as pesticides is increasingly challenged. Organic agriculture is considered as one of the most important alternative agricultural systems to produce healthy food without any chemicals. Current models are not suitable for prediction of environmental behaviors. The current study aims to analyze the diffusion of organic agriculture to produce healthy food with the environmental sociology approach among farmers. The study was conducted using the survey research and multi-stage random sampling in Fars province, in the south of Iran. The samples included 215 farmers. The reliability of the questionnaire was confirmed by conducting a pilot study out of the main sample. The results showed that the farmers have strong attitude to the environment and are for the most part, highly intentioned to perform organic activities. Based on the results, the farmers' intention toward adoption of organic agriculture, environmental identity, and responsibility of pro-environmental behavior, and their moral norms play an important role to accept organic agricultural activities. There are also some effective factors in implementation of organic agriculture including farmers`increasing awareness about the principles of organic farming, controllability of environmental behaviors as well as their accessibility to the resources and facilities for organic farming. The study emphasized that the attitude and enhancing the knowledge do not lead to pro-environmental behaviors and organic activities directly. Using the models and environmental sociology theories is more efficient to explain pro-environmental behaviors. To this aim, some suggestions were presented to increase the adoption of organic activities and persuade the Iranian farmers to select this kind of cultivation.

Agriculture is one of the primary activities that affects the environment due to natural resources consumption. Therefore, systematic environmental management for the agricultural sector is required. This study was conducted to analyze the paradigmatic perspective and strategies of agricultural environmental management in Iran. Considering basic criteria of environmental management, three paradigms of frontier economics, eco-development and deep ecology were compared using Analytical Hierarchy Process (AHP). The AHP, is a multi-criteria decision making techniques which is useful when there are different alternatives or indicators in decision making. Comparisons were based on the viewpoints of 117 policy makers, superior managers and main elites and agriculture sector researchers. Environmental managerial strategies also have been studied. Findings revealed paradoxes among the paradigmatic perspectives and selected strategies of different agricultural stakeholders which reduce their effective interactions. Frontier economics is the dominant viewpoint of key agricultural policy makers and other governmental executives. They prefer independent reactive strategies to cope with environmental challenges. Agricultural researchers and private sector authorities believe in eco-development. They have selected cooperative proactive strategies in this regard. Finally, deep ecology has the highest priority according to environmental specialists, who endorse strategic maneuvering and believe in modifying, rethinking and redesigning previous strategies. A paradigm shift, as well as consistency between paradigmatic perspectives and executive strategies, is suggested.

Even with significant breakthroughs in the production and delivery of meteorological information, most farmers are not able to utilize such information properly and pertinently. Up to the present time, a standardized scale has not been developed to examine farmers’ sustainability barriers to meteorological information use (BMIU). Furthermore, there is no doubt that identifying indicators and dimensions of sustainability barriers to meteorological information and weather forecasts’ usage by farmers can play a major role in their adaptation and resilience to the risks of climate change. Therefore, the present study aimed to generate and validate a scale for BMIU by farmers through an eight-step approach. Accordingly, the statistical population included 9006 Iranian farmers, 368 of whom were selected as study samples. The principal component factor analysis (PCFA) and second-order confirmatory factor analysis (CFA) were further practiced to develop the scale for meteorological information and weather forecasts’ use. Factor analysis also led to the emergence of five latent factors including “educational–communicative barriers (ECBs)”, “normative barriers (NBs)”, “informational barriers (IBs)”, “infrastructural–political barriers (IPBs)”, and “professional–economic barriers (PEBs)”. The second-order CFA correspondingly confirmed these five factors and their 25 related indicators. Given the challenges facing academic scholars, decision makers, and authorities in the application and facilitation of meteorological information, the developed multidimensional scale in this study along with its implementation steps can be effective in examining the limitations of utilizing such information and measuring its impacts in different agricultural communities.

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Environmental challenges to natural resources have been attributed to human behavior and traditional agricultural production techniques. Natural resource degradation in agriculture has always been a prime concern in agro ecological research and sustainability analysis. There are many techniques for assessing environmental performance; one of which, ecological footprint (EF), assesses human pressure on the environment and natural resources. The main purpose of this study was calculation of ecological indices including biocapacity (BC) and EF of rural areas of Fars province of Iran. The study was accomplished using survey and structured interviews consisting of three main questionnaires in two different steps. Different agricultural stakeholders, including farmers (for the first step) as well as the policymakers, extension managers and authorities (for the second step) were interviewed. Based on multi-stage stratified random sampling, 50 villages and 423 farmers were selected. Face validity and reliability of the questionnaires were assessed by a panel of specialists as well as conducting a pilot study, respectively. The paradigmatic perspectives of agricultural policy makers and managers (22 individuals) were also analyzed using another specific questionnaire by Analytical Hierarchy Process (AHP). Findings revealed that most of the studied villages faced a critical environmental condition due to the results of ecological indicator which was calculated in the study. According to the four main components of human ecology (POET model) including Population, Organization, Environment and Technology, village groups that differed in terms of sustainability level also showed significantly differences due to population, social participation, use of green technologies and attitude towards diverse environmental management paradigms. The causal model also revealed that population, green technology, social participation and attitude toward frontier economics, which were in accordance with the elements of human ecology model, were the main factors affecting the ecological index. Finally, AHP results determined the dominant economic perspectives of agricultural authorities. A paradigm shift toward the comprehensive paradigm of eco-development plus consideration of the results of the ecological indicator calculation as the base of agricultural planning at the local level were recommended.

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Entrepreneurship has become the crucial subject of discussion among social and economic development specialists as the key to solving problems and reducing obstacles to human development. On the other hand, marketing is also considered as a main factor for entrepreneurial businesses' survival and progress. Thus, low marketing skills in small businesses often lead to lower performance levels and higher risk failures. The present study aimed to identify and analyze the marketing activities among rural women entrepreneurs. This research was conducted using a survey method among women entrepreneurs who were the members of agricultural development specialized holding companies in Fars province, Iran. A random sampling method was used to select 307 rural entrepreneurial women. According to the findings, marketing methods such as face-to-face advertising, making phone calls, participating in exhibitions, and sending text messages by women entrepreneurs are widely used. In applying the marketing methods, paying attention to the components of the marketing mix, and applying marketing strategy, women entrepreneurs in Marvdasht had the highest score. The entrepreneurial women in Marvdasht are more risk-takers, who use both marketing methods and strategies more often than women in other cities of Fars. Finally, some suggestions were presented to improve women entrepreneurs' marketing activities.