Determinants of cleaner production in agriculture: the case of organic strawberry greenhouse production in Alborz province

The health of humans is some way related to the quality of food consumed by them; therefore, at present, the production of organic agricultural products is a necessity of the agricultural sector. In this regard, the behavior of farmers in the use of organic farming is very important. Accordingly, the main purpose of this study was to investigate the behavior of greenhouse owners in organic cultivation of strawberries and the analyze determinants of cleaner production in strawberry greenhouses. Statistical population of the study were strawberry growers in Alborz province (N=159). Sample size determined via Krejcie and Morgan’s table(n=114). Sampling method was Stratified random sampling. The data were collected using a researcher-made questionnaire, the validity of which was confirmed by a panel of experts. Also, To determine the reliability of the questionnaire, a pilot test was conducted and then Cronbach’s Alpha was calculated (between 0.71 - 0.9). The results of the regression analysis showed that three variables of financial and skill, attitude and intellectual / knowledge power in about 47 percent of the changes related to organic agricultural behavior were explained in the form of planned behavior model. Also, according to the Extended Model of Planned Behavior, four variables of social factors, financial and skill ability, intellectual ability/knowledge and attitude explained about 70% of the changes related to organic agricultural behavior.