نشریه مطالعات کارآفرینی و توسعه پایدار کشاورزی
سال دهم شماره 3 (پیاپی 39، پاییز 1402)

Concerns about the environment have led to a movement called the Green Movement, and philanthropic companies have gone beyond government regulation. They use strategies that create a sustainable environment and seek an economic system that will ensure the survival of the planet. Therefore, the purpose of this study is to investigate the impact of perceived brand social responsibility on sustainable customer interaction behavior, with emphasis on the role of environmental concerns and green trust in agricultural products. The population of this research is the customers of agricultural products of Mashhad chain stores and the sample size according to Cochran's formula is 384 people. Data were collected through the standard questionnaire of Chuah et al. (2020) and the validity of the questionnaire was confirmed through face validity and expert validation and construct validity using factor loads, and reliability using Cronbach's alpha test and combined reliability. Structural equation modeling was used to analyze the data with PLS software. The results of this research show that the perceived social responsibility of the brand has influenced green trust; But its impact on environmental concerns has not been confirmed. It was also found that environmental concerns and green trust have a significant effect on the customer's sustainable engagement behavior. Finally, the effect of the customer's sustainable engagement behavior on the loyalty and citizenship behavior was also confirmed. It is suggested that brands focus on the tangible aspects of social responsibility and explain it to customers so that they understand the importance of the issue better.

Medicinal plants not only have economic advantages but also can improve social health. In spite of developing the plantation of medical plants throughout Mazandaran province, one of the main challenges of that the farmers are faced is the marketing of their products. Present study aimed to analyze marketing of medical plants products, and to present appropriate marketing strategies based on farmers’ views. Statistical population included the farmers who were cultivating medical plants in the eastern part of Mazandaran province (Sari, Neka, Behshahr and Galogah Township). 339 farmers were selected as sample by stratified random sampling using the Krejcie and Morgan table. Descriptive and quantitative research method, survey technique and questionnaire tool were used to collect data. The research results showed that farmers mainly sell their products through retailing, brokers, or medicinal herbs sellers. The most important challenges in the cultivation and marketing of medicinal plants have been the high cost of production inputs, the small number of processing and packaging workshops, low international exports, the inability to access to financial credits, and the low awareness of farmers about the marketing of medicinal plants. based on the farmers’ view, strategies such as granting low-interest financial credits, setting up processing workshops, training and empowering farmers in the field of marketing, facilitating the issuance of licenses, creating permanent and temporary markets for direct sales, guaranteed purchase by the government and providing consumption subsidies, can improve marketing of medicinal plants

There are variuos services and facilities including offices, educational and advisory services as well as financial credites provided to knowledge-based companies through Science and Technology Parks and incubators in order to support and contribute to the development and maturity of these companies. The main purpose of this study was to explore, identify and analyze the advantages of knowledge-based companies established in Science and Technology Park from the viewpoints of the managers and officials of the parks and companies. The research method was qualitative with multiple case study. The data was collected through interviews with 17 managers of Science and Technology Park, incubators and managers of knowledge-based companies established in incubator of Fars Science and Technology Park. Data analysis was conducted using MAXQDA2020 through data coding. Based on the results, having various facilities and services, security and physical protection, credits, interaction and synergy, as well as employment and entrepreneurship were the major advantages that knowledge-based companies benefit due to their physical location in the Science and Technology Park. Comparison of the opinions of two groups of park managers and companies indicated that the factors such as loans, training and interaction and synergy were more important from the opinion of the park managers, but according to the knowledge-based companies` managers, social credit, training and loans had a higher priority, respectively. Identifying the factors which are more important for companies can lead to more accurate planning of park managers and more satisfaction of company members.

Global crises have turned the development of the national economy into a fundamental problem. One of the ways to achieve economic development is to improve the commercialization mechanisms of scientific research. By looking at the performance of agricultural researches in the past years, it can be seen that, contrary to the existing capabilities in technology development, many of them have failed in the commercialization of technology. The purpose of this research was to design a model for the commercialization of research findings of agricultural research institutes in the form of a strategic model. The current research is a part of descriptive-survey research in terms of practical purpose and in terms of implementation method, and in terms of qualitative data collection. The statistical population of this research was the academic faculty members of the country's agricultural and commercial research institutes in the field of commercialization. Sampling was followed by the snowball method until theoretical saturation, which included a total of 16 experts. In this research, a semi-structured interview was used as a data collection tool and an approach based on database theory and ATLAS.ti 8 software was used. According to the research findings in the qualitative part, 212 codes were identified in the form of 24 categories, which were placed in the form of causal conditions, background conditions, intervening factors, strategies and consequences. The findings of the research showed that management, laws and regulations, foresight and infrastructure development are the most important factors in the commercialization of research projects.

The solar greenhouse uses solar energy as the main source of heat and reduces fossil fuel production in off-season crops. In this research, a comprehensive review has been presented about the energy saving and yield aspects of cucumber in solar greenhouse and tunnel greenhouse. In order to evaluate temperature and fuel consumed, were built tunnel and solar greenhouses in research institute of Zabol, Iran. Sampling included comparison of cucumber yield, greenhouse temperature and fuel consumption in two structures. The results showed that 10,247 and 4,017 liters of diesel were consumed in tunnel and solar greenhouse respectively from December to March, which is a 60.7% saving in fuel. The temperature difference between the inside and outside of the solar greenhouse in December was more than 10°C and the temperature inside was constant in this time. The inside temperature of both structures was increasing rapidly from 8:00 am, but the tunnel greenhouse inside temperature fluctuations were more from 1:00 pm to 4:00 pm during winter. The yield of the solar greenhouse was 30 kg m-2, which was not different with the tunnel greenhouse. Therefore, according to the temperature changes curves and consumption fuel of two greenhouses, solar greenhouse was more efficient than the tunnel. It is suggested that by using only one heater and a cover, the temperature inside of solar greenhouse is approximately 10°C and 20°C warmer than the tunnel greenhouse and ambient respectively.

This research was conducted in order to formulate a paradigm model of entrepreneurship development in the field of renewable energies with a futures studies approach. The approach governing the current research was qualitative and the grounded theory method was used. Subsequently, theoretical saturation was achieved through semi-structured interviews with 12 experts. Then, with open, axial and selective coding, the entrepreneurship development model in the field of renewable energies was developed. In this research, two types of data angle and analysis angle were used to increase the validity of research findings. According to the results of the research, the development of entrepreneurship in the field of renewable energy includes a wide range of actions, which were compiled based on the method of causal layered analysis, in four levels, myth-metaphor, worldview-discourse, social systems and litany level. Also, the potentials of the region, the views of the community members as background conditions, as well as political-legal conditions in the field of renewable energy, financial factors, technological factors and technical knowledge also affect the above four layers as intervening conditions. Finally, the most important benefits of entrepreneurship development in the field of renewable energy, ensuring human health and the environment, creating employment and new businesses, social welfare and energy security, and its most important cost, the high initial cost, were shown. In futuristic strategies based on causal layered analysis, the main emphasis is on mental patterns that influence how to understand and respond to the surrounding world.

Islamic Azad University is one of the prestigious higher education centers in the country. These universities, having human and financial resources, as well as creating idea-oriented opportunities, could not meet the expectations in the field of academic entrepreneurship and creating job opportunities. Therefore, the formation of environmental and organizational platforms for academic entrepreneurship is one of the necessities. In this regard, the present research has analyzed the capability-oriented academic entrepreneurship in Islamic Azad Universities of Golestan province. In this research, in order to obtain a conceptual model of the influence of university entrepreneurship components, the qualitative method of foundation data theory was used, and the main basis for collecting information in this method was conducting 15 semi-structured interviews with knowledgeable professors of Islamic Azad University. The selection of samples was done by snowball method. After conducting the interviews and collecting information, the obtained codes were analyzed in different sections and after going through the three stages of open, central and selective coding, the final model of the total of central categories, causal conditions, intervening conditions , solutions, consequences, and results obtained from capability-oriented academic entrepreneurship. Each of these conditions and factors that make up the model have variables and categories that pay attention to them to achieve the ultimate goal of academic entrepreneurship based on capability.

This applied research was carried out with a strategic planning approach aimed to analyze the situation and formulating entrepreneurship development strategies in the city of Mashhad. The research tool was a questionnaire that included 48 external factors (17 opportunities and 31 threats) and 53 internal factors (28 strengths and 25 weaknesses). Data analysis was done based on SWOT framework and strategic planning matrix. The target population of the research included 30 experts (academic faculty members, executives and senior experts in the field of urban planning and experts in the field of development planning in the governorate of Khorasan Razavi province). The results of the ranking of the items showed that the most important items of strength, weakness, opportunity and threat are "the presence of Astan Quds as a strong attraction to attract religious tourists", "weakness in the policies of maintenance and repairs of means of transportation" and public transport", "economic development and development of business opportunities" and "control and all-round intervention of the government". The findings of SWOT analysis showed that the total score of internal factors is 2.910 and 3.650, and for external factors is 3.049 and 2.663, respectively. According to the obtained results, entrepreneurial development strategies in Mashhad city are close to SO strategies. Among these strategies, the following have been more important: using the opinions of experts and entrepreneurs in urban decisions, strengthening civil institutions and trade unions, focusing on tourism entrepreneurial activities to exploit existing resources and attractions in order to earn money and job creation.

Today, Iranian and Islamic dimensions in strategy formulation became the keys in the governance. This study aims to provide a mechanism by which the governors are able to consider the two dimensions in Islamic governance grand strategy formulation. The research was applied in terms of its purpose and the data analysis method was theme analysis using the MAXQDA software. In this study, first, the contemporary Islamic governance literature was investigated that ends to five perspectives, namely, principals, basics, mission, problems and non-Islamic governance. Then, the Holy Quran Verses were investigated whose themes analysis end to six categories, namely, excellence governance, non-excellence governance, the necessities of excellence governance, problems and issues, perspectives and objectives, and justice and control. Putting the extracted themes in a two axes, we reached to a sort of matrix by which we can both consider the Islamic perspective and the Iranian perspective in strategy formulation concurrently. Finally, using this mechanism, a sample of strategy formulation was done in which we reach to some strategies that correspond to themes and perspectives and both Holy Qoran Verses as well as Iranian scholars’’ ideas are considered in the process.

Despite the importance of online home businesses in terms of employment and entrepreneurship, they face many challenges and problems that can jeopardize their survival and development. The purpose of this research is to explain the role of electronic word-of-mouth (eWOM) advertising on building trust and promoting sales. This research is applied, it is descriptive in terms of purpose. The members of the statistical population of this research were 386 consumers of Mazandaran with the experience of buying home business products at least once on the platform of social media, which was carried out using a non-random sampling method available and through eWOM questionnaires, sales and online trust were investigated. The reliability of the research instrument was measured and confirmed by examining its internal consistency and validity through convergent validity and divergent validity. Structural equation model was used to check research hypotheses. At the confidence level of five percent, the results showed that online trust has a direct, positive and significant effect on the promotion of online home business sales. The content dimensions of eWOM advertising and the positive attraction of eWOM advertising positively and the negative attraction dimension of eWOM advertising negatively affect the sales promotion. Also, eWOM advertising as a moderating variable can increase the effect of the online trust variable on the promotion. The findings of the present study showed that the promotion is highly dependent on online trust and this relationship is also affected positively or negatively by attention.