Analysis of Communicative Factors Affecting in Application of Sustainable Rice Farming Practices among Paddy Farmers of Mazandaran Province

The main purpose of this study was to analyze of communicative factors affecting in application of Sustainable Rice Farming Practices among paddy farmers of Mazandaran province. The statistical population of consisted of paddy farmers of Mazandaran province (N= 208839). According to Cochran formula, a sample of 240 farmers was selected through cluster sampling method. To collect data, a questionnaire was designed. Reliability of the questionnaire was measured by computing Cronbach’s alpha (α ≥0/7) and its validity was approved by a panel of expert. Factor analysis revealed that communicative factors affecting in application of Sustainable Rice Farming Practices were four factors including: organizational communication, modern communication, local interpersonal communication and external interpersonal communication, respectively according to their importance. These factors explained\ 67.92 percent of the total variance.