بررسی مولفه‌های پذیرش محصولات کشاورزی ارگانیک از دیدگاه مصرف‌کنندگان (مطالعه موردی شهر کرج)

The purpose of this research was to study and analyze the component of adoption of agricultural organic products from the viewpoints of consumers. A descriptive and correlation design was used for the research with data collected using questionnaire. The statistical population of this study consisted of Karaj urban residents that a sample of 306 people was selected using proportionate stratified sampling technique. A questionnaire was the main tool of study. The validity of the questionnaire was approved by the judgment of a panel of faculty members of the Department of Agricultural Extension Education, University of Tehran. In order to measure the reliability of the questionnaire, Cronbach Alpha coefficients were calculated for the main scales of the questionnaire, which was more than 0.70, indicating that the tool of study was reliable. SPSS (Statistical Package for Social Science) was used to analyze the data. The findings showed that the consumers’ knowledge of organic products was at medium level. Also, consumers’ attitude toward using organic products was at neutral and favorable levels. Finally, factor analysis showed that four most highly ranked factors influencing the adoption of organic products were educational, access, improving product characteristics and supportive services which explained 26.60, 23.61, 9.41 and 8.81 percent of total variance (68.42%).