Analyzing of Wheat Farmers Behavior in Related to Agricultural Advisory Services Project: The Application of Theory of Planned Behavior

The main purpose of this study was to analyze the wheat farmers behavior in related to agricultural advisory services project by using theory of planned behavior. For assessing behavior, attitude, and subjective norms, the theory of planned behavior was used. Questionnaire validity were confirmed by panel of experts and its reliability was calculated by Cronbach alpha coefficient (α =0.80). The research method was descriptivesurvey. The total population consisted of farmers who were members and no-member of Agricultural Advisory Services Project. Using simple random sampling procedure, 113 members and 51 no-members were selected for the study. The results of Man whitney test indicted that there was not differences between the attitude, tendency, intellectual norms and efficiency of member and non members. It was also reported that the efficiency of advisors and attitude of farmers in related to project, were the best predictors’ of behavior.