Modeling of Effectiveness Information Resources and Communication Channels on Good Agricultural Practices (GAP) Behavior for Sustainable Development of Citrus Gardens

The main purpose of this study was to investigate Modeling of Effectiveness Information resources and communication channels on Good Agricultural Practices (GAP) behavior for Sustainable Development of Citrus Gardens in Mazandaran Province. Population consisted of all citrus farmers in the villages of 12 county of Mazandaran province, a sample of 290 farmers was selected by using proportional random sampling method among 122361 citrus Orchard man. Data were collected by means of a questionnaire. Validity of questionnaire was determined through sustainable agriculture experts of Mazandaran County and some faculty members at University of Tehran, Department of Agricultural Extension and Education, Agricultural Management and Development. The reliability was found to be acceptable. Diagnostic validity with using an average variance extracted (AVE) and reliability with using Cronbach's alpha and composite reliability (CR) was confirmed. To explain the Effectiveness from Methods factor analysis and structural equation modeling with LISREL software, version 8.80 has been used. According to findings, oral and facial resources and channels, written sources and channels, visual-audio sources and channels, virtual and electronic resources and channels can explain 66% of variance of GAP application in sustainable development of gardens. Sufficient information about technology citrus orchardist will enable to make optimum decisions for the adoption of sustainable technology. It is therefore suggested establishing databases and using face to face communication channels of extension agents and agricultural inputs distributors and experts, extension staff, consultancy services of private sector, more gardeners' use of information resources with reliable information regard to needs and necessities and leveling up special and public education in GAP technologies for gardeners have been considered.