Analysis of Factors Affecting the Adoption of Canola Cultivation (Second Crop) in the Paddy Fields of Guilan Province

The development of second crops in existing farms is one of the useful strategies to increase the productivity in agricultural sector. Guilan province has 230,000 hectares of paddy lands, and it is possible to cultivate canola oilseed as a second crop in some parts of these lands. Canola oilseed cultivation, despite the needs of the country and its advantages, has been less welcomed by farmers in Guilan province. This descriptive and survey-based research was aimed to analyze the factors affecting the adoption of canola cultivation as second crop in the paddy fields of Guilan province. The statistical sample of the study was 94 paddy farmers adopting canola cultivation in Guilan province. A researcher-made questionnaire was designed based on two theoretical models of initial trust (ITM) and the unified theory of acceptance and usage of technology (UTAUT). The validity of the questionnaire was confirmed by consulting experts and professors and its reliability was approved using a pre-test study and calculating Cronbach's alpha coefficient (0.81). The results of confirmatory factor analysis showed that the proposed mixed model is a suitable model for the study of canola cultivation in Guilan province. Accordingly, it was concuded that the variables behavioral intention and initial trust had significant effects on the adoption behavior of paddy farmers. Based on the research findings, informational support through local experts and leaders, transfering more banking facilities, and strengthening of agricultural organizations are suggested as the main strategies to increase the adoption of canola cultivation.