Factors Affecting Attitude of the Greenhouse Owner towards Sustainable Agriculture in Alborz province

The attitude of greenhouse owner as the basis of agricultural production towards sustainable agriculture could be grounds for increasing the sustainability of this type of cultivation system. Therefore, the main purpose of this study is to investigate the factors affecting the attitude of greenhouse owners towards sustainability in the Alborz province. The target population for this study consisted of all active greenhouse owners in the Alborz province (N=366). The sample size was determined by using Cochran’s formula (n=155) and using the proportional stratified random sampling method. The validity was confirmed by a panel of experts and its reliability was established by Cronbach's Alpha coefficient (0.85). The results showed that the attitude of 41 percent of the respondents towards sustainability was positive. Also, there were significant differences between the attitudes of the respondents in the group with related education and unrelated education group. Correlation analysis showed that the there is a positive relation between attitude towards searching behavior and the use of communication channels. In addition, the results of multiple regression analysis indicated that about 40 percent of the attitudes of greenhouse owner towards sustainable agriculture are explained by 4 variables. The result of this study indicate that by using different means of providing information and training, we can change the attitudes of greenhouse owners and lead them to produce more sustainable and healthy product.