مجله اقتصاد و توسعه کشاورزی
سال سی و هفتم شماره 1 (پیاپی 58، بهار 1402)

Flood is a phenomenon that occurs almost in most regions of the world and causes significant damage to human life and ecosystem. Forests are one of the necessary things to prevent damages caused by floods, but the conditions are not enough. Therefore, it is important to use an economic tool to manage and protect the Hyrcanian forest ecosystem in order to reduce flood damage in the coming years. Currently, there are various tools in this field that must be carefully chosen and it is not possible to use one tool in all ecosystems of the world. Payment for forest ecosystem services (PES) is one of the economic tools of forest management and protection by providing direct incentives to stakeholders to improve its ecosystem functions and services. Therefore, in comparison with other market instruments of environmental protection such as environmental taxes which may cause a reduction in the production of various economic sectors and as a result reduce the income of producers and finally lose their motivation. The Payment for Forest Ecosystem Services (PES) program not only does not reduce income, but also increases income for the beneficiaries of forest ecosystem services and thus creates incentives. Payment for ecosystem services is a two-way transaction and is completely voluntary. In this transaction, there must be at least one buyer and one ecosystem service provider provided that the ecosystem service provider continues to offer that service. The logic of PES schemes is that the beneficiaries (people who benefit from ecosystem services) are asked to protect the providers of ecosystem services (such as public or private organizations) who work to protect, restore and natural ecosystem management is to pay for better management and protection of these ecosystems. This payment may take place at the local, national and global level. Studies show that among the various factors influencing the occurrence of floods, excessive exploitation of forests and changes in the use of forest lands are the main causes of floods. But few studies have been conducted on the role of PES plans to protect natural ecosystems to prevent natural hazards such as floods. Therefore, considering the importance and extraordinary value of natural forests in the region in reducing flood damage, the purpose of this study is to investigate the preferences of residents affected by recent floods in Mazandaran province in the form of payment for ecosystem services (PES) scheme and to identify the factors affecting the acceptance of PES scheme to reduce flood damage by conservation the Hyrcanian forests ecosystem using the choice modeling approach (Choice Experiment (CE) and the multinomial econometric model. The Choice Experiment is one of the methods of valuing stated preferences, which is very suitable for analyzing the importance of different features of a product or a policy.

To achieve this goal, the Choice Experiment method and multinomial logit econometric model were used. The features studied in this method include forest management, watershed management, land use management (preventing forest land use change), payment method, contract duration and payment amount (price). Also, the statistical population of the study includes the affected-floods residents in three parts of the center, east and west of Mazandaran province. Research data were obtained by field survey, random sampling and 110 choice experiment questionnaires in summer 2020. Socio-economic variables in the study include age, gender, job, education, PES awareness, expenses and income of the affected-floods residents.

Based on the study results, the willingness to pay of households affected by floods for conserving the Hyrcanian forest ecosystem to reduce flooding through land use management is as follows: for changing the status quo, it is 36,140 Rial per month; for improvement status, it is 68,910 Rial per month. Additionally, for contract duration and payment method, the willingness to pay is 150,150 Rial per month. The study findings also indicate that affected-floods residents prefer to make cash payments in the long-term to conserve the forest ecosystem and mitigate flooding. Furthermore, when examining the impact of various socio-economic variables on the residents' willingness to pay, it was found that age, gender, education, expenses, income, and awareness of Payment for Ecosystem Services (PES) have a direct positive effect on their willingness to pay. Considering these results, it is recommended that forest conservation programs in the Northern provinces place importance on the mentioned factors to encourage people's participation in forest conservation projects. This will facilitate the implementation of the PES scheme and enhance the success of forest conservation efforts.

Agriculture and its products play a crucial role in sustaining human life. The introduction of the green revolution has greatly enhanced agricultural productivity worldwide by providing irrigation water, introducing improved crop varieties, and utilizing inorganic fertilizers and pesticides. These technologies received substantial public support, leading to significant advancements in agricultural practices. However, the benefits of the green revolution were not equally distributed among all farmers. Large and medium-scale farmers, who had the financial means to afford inputs and equipment, reaped the highest rewards in terms of production and income. Additionally, the excessive use of inorganic fertilizers resulted in soil and water quality degradation, posing a threat to the sustainability of the economic and social progress achieved through the green revolution. Nevertheless, it remains uncertain whether these challenges also apply at the sub-national or provincial level. By evaluating the level of agricultural sustainability, analyzing the trends in agricultural development, and identifying potential threats, it becomes possible to formulate practical plans for improving sustainability within the agricultural sector. The aim of this study is to assess indicators related to economic, social, and environmental dimensions of agricultural sustainability at the provincial level in Iran.

 The assessment of sustainability of agriculture requires determination of meaningful indicators covering economic, social and environmental dimensions. Selection of indicators used in this study was based on relevance of the indicators and availability of secondary data. To achieve the purpose, the latest available information of the statistics of the Ministry of Jihad Agriculture, the results of the labor force survey of the Statistics Center of Iran and the statistical yearbooks of different provinces were used. In terms of measuring environmental sustainability, indicators of crop diversification, use of organic and inorganic fertilizers and pesticides were selected. The specific indicators used for the analyses in the economic dimension were change in overall crop production (Quantum index of agricultural production) and stability of crop production. The stability of crop production refers to maintaining a certain minimum level of production or a steady increase in production as compared to the base year. The stability of production of major crops was analyzed using the Shapiro-Wilk (SW) normality test and one sample t-test. In the social dimension, indicators of rural labor employment and rural food security were used. Based mainly on secondary data, covering the period of 2005/06–2018/19, each dimension of sustainability was analyzed using selected indicators.

The analyses conducted in this study revealed several significant findings. Firstly, the majority of provinces in the country demonstrated a favorable situation in terms of crop diversification, as indicated by the Herfindahl index. This suggests a wide variety of crops being cultivated in these regions. However, there was a notable variation in the use of inorganic fertilizers per unit of land across the country. Furthermore, more than 60% of the country's soils were found to have less than one percent organic carbon, highlighting the need for optimal application and management of organic fertilizers, particularly in Golestan province. The study also identified a high rate of pesticide usage in the northern and southern provinces of the country, indicating potential concerns regarding pesticide management and environmental impact in these regions. Additionally, the analysis revealed either a consistent trend or a significant decrease in the Quantum index of agricultural production in most provinces. This suggests a potential stagnation or decline in agricultural productivity over time in these areas. Moreover, there was a significant decrease in the employment rate of the rural population in Chaharmahal and Bakhtiari province. This finding implies potential shifts in employment patterns and economic dynamics in rural areas. Lastly, the study highlighted the significant share of food expenses in the income of the rural population in Sistan and Balouchestan province, underscoring the importance of addressing food security and affordability challenges in this region. Overall, these findings provide valuable insights into the current state of agricultural sustainability and development at the provincial level in Iran.

Based on the findings of this research, it can be concluded that regional differences exist in agricultural sustainability within Iran. In light of this, it is recommended to develop effective regional agricultural policies that are based on local-level research. This approach would enable a comprehensive understanding of the environmental concerns and specific needs at both the local and provincial levels. Furthermore, it is suggested to revise the agricultural extension structure to incorporate need-based services, improve the dissemination of information, and provide farm-level trainings. This would ensure that farmers have access to the necessary resources and knowledge to enhance their agricultural practices. The study emphasizes the importance of maintaining a balance among the three tiers of agricultural sustainability. Merely focusing on improving one or two tiers would not be sufficient to ensure the overall sustainability of the agricultural sector. Therefore, effective interventions should address economic, social, and environmental aspects simultaneously. Specific interventions proposed in the study include the development of biological pest control methods, particularly for rice and tomatoes. Indirect subsidies for organic and biological fertilizers and pesticides are also recommended. Conservation and management of soil and water resources are crucial for stabilizing production. Additionally, diversification of income sources and livelihood options for smallholder farmers, especially in Sistan and Balouchestan and Kordistan provinces, is recommended to enhance their resilience and sustainability. By implementing these recommended interventions, it is anticipated that agricultural sustainability in Iran can be improved, ensuring a more balanced and resilient agricultural sector.

 Despite the positive effects of the liberalization of economic activity around the world, the Iranian government still has a major share in the country's economy. However, almost all economists agree on the low efficiency of government economic activities. Restricting government involvement in these activities is a move that has been proposed and pursued by the World Bank and other global economic organizations, especially in recent decades. One of the policies recently proposed to reduce government interference in the Iranian economy is the elimination of 42,000 Rials in the country. But reducing government interference in agricultural activities can have many positive and negative effects. One of these effects could be rising food prices. In recent years, the frequency of large food price increases has accelerated around the world. Due to the dramatic changes in food prices, there have been numerous studies postulated that the exchange rate and crude oil price instability are the main determinant of the food price crises in different countries. The exchange rate is at the center of the policy debate in both developed and developing economies. Therefore, the purpose of this study is to investigate the asymmetric effects of exchange rate changes on food price fluctuations in Iran. For this reason, the NARDL approach has been used.

 Due to the possibilities of asymmetric impact exits between the underlying variables (exchange rate and food price), the asymmetric Non-linear Unrestricted ARDL proposed by Shin et al. (2014) is widely used by the researchers, such as Ibrahim (2015) and Abdlaziz et al. (2016). The main purpose of this test was to test for the presence asymmetric effects in both long- and short-run relationships between economic time-series. Shin et al. (2014) applied the positive and negative partial sum decompositions to test the asymmetric effects. This asymmetric Unrestricted ARDL cointegration approach which allows the joint analysis of non-stationarity and non-linearity issues in the context of an unrestricted error correction model (ECM). In this study, in order to investigate the asymmetric effects of currency shock on food prices, the model introduced in the study of Wong and Shamsdin (2017) was used:

The findings of the study indicate several important relationships between key variables (oil price, per capita GDP, exchange rate, and trade liberalization) and food prices in Iran. Firstly, the study reveals that these variables exhibit long-run cointegration with food prices, suggesting a significant relationship between them. Secondly, the Unrestricted NARDL model demonstrates that exchange rates have a significant long-run asymmetric impact on food price changes in Iran. This implies that changes in the exchange rate can have a varying effect on food prices, depending on whether the exchange rate is appreciating or depreciating. Thirdly, the study finds that while long-run and short-run changes in oil prices do not have a significant impact on food prices in Iran, the long-run growth of per capita GDP and trade liberalization do have a significant impact on food price fluctuations. Specifically, the coefficients of the exchange rate variables indicate that a 1 percent increase in the exchange rate results in a 0.32 percent increase in the consumer food price index and a 1.05 percent increase in the producer food price index in the long run. The asymmetric impact of the exchange rate on Iranian food price fluctuations suggests that policymakers should prioritize stabilizing the national currency to manage the movement of food prices. This implies that economic policymakers, who aim to reduce inflation, protect vulnerable populations, and ensure food security, need to consider currency stability in their decision-making process. In addition to price liberalization, supportive policies should be implemented to prevent economic barriers to accessing food. Overall, these findings highlight the importance of understanding the relationships between key economic variables and food prices in Iran, and the need for policymakers to take these factors into account when making decisions regarding inflation, food security, and supporting vulnerable populations.

In this study, the focus was on investigating the asymmetric impact of oil price, real GDP, and exchange rates on food price fluctuations in Malaysia. The findings revealed that the exchange rate had a significant asymmetric effect on the movement of food prices, indicating its importance in understanding the current food market situation in Iran. This suggests that policymakers should prioritize addressing exchange rate issues rather than solely focusing on crude oil prices when formulating food price policies. The study emphasizes that stabilizing the national currency is of greater importance than controlling oil prices, as demonstrated by the research findings. Rising food prices have a detrimental impact on the economic access of vulnerable groups to sufficient food and pose a significant threat to food security. Therefore, it is recommended to pay attention to the positive relationship between increasing exchange rates and agricultural product prices. In the short term, it is essential to implement supportive policies to prevent a reduction in economic access to food. These policies should aim to address the challenges faced by vulnerable groups in accessing affordable food. By taking these measures, policymakers can mitigate the negative consequences of rising food prices and ensure food security for all.

Bread holds a crucial position in Iranian cuisine and encompasses various types such as Barbari, Lavash, and Sangak. However, these bread varieties are often made from refined flours, lacking the nutritional benefits of whole grains. Reports from the Statistical Center of Iran indicate that bread purchases constitute a significant portion of household expenses. Recent studies have raised concerns about the adverse health effects associated with excessive consumption of refined bread, potatoes, and rice, including diabetes, indigestion, obesity, cardiovascular issues, and digestive system disorders. These concerns highlight the limitations of whole grain food consumption, such as whole wheat-grain bread. To address these health concerns, it becomes necessary to provide stronger incentives or encourage individuals to incorporate more whole grain products into their diets. Thus, the present study aims to analyze the factors influencing households' willingness to pay extra for whole wheat-grain bread, specifically Lavash and Sangak, in the city of Tabriz over a specified time period. By examining these factors, valuable insights can be gained to promote the consumption of healthier bread options and enhance public health outcomes.

To achieve the research objective, a questionnaire was developed, and data was collected through a random sampling method from households residing in the ten provinces of Tabriz city. Face-to-face interviews were conducted with 302 households during the summer of 2020. The data obtained from the questionnaire was analyzed using statistical and empirical techniques, specifically the Contingent Valuation Method (CVM), Sequential Logit (LS) model, and Generalized Sequential Logit (GSL) model. To ensure the validity of the models used, the Brant test of parallel regression was applied. This test evaluated whether there was proportionality in the odds model for ordinal logistic regression. It examined whether the observed deviations from our ordinal logistic regression model were significantly larger than what could be expected due to chance alone. This assessment helped ensure the reliability and accuracy of the statistical analysis conducted in the study.

The results of the study indicate that a high percentage of households in Tabriz city, specifically 90.73% for Lavash bread and 93.38% for Sangak bread, were willing to pay extra for whole wheat-grain options. Among the households, 40.4% expressed their willingness to pay less than 20% extra for the bread, while 26.82% were willing to pay more than 50% extra. Several factors were found to influence households' willingness to pay for whole wheat-grain bread. Positive effects were observed for the health index, knowledge of the benefits of whole wheat bread, education level, family income, presence of elderly individuals in the family, and frequent consumption of whole wheat Lavash bread. However, gender had a negative effect on households' willingness to pay for whole wheat-grain Lavash bread. Similarly, for whole wheat-grain Sangak bread, the health index, knowledge of the benefits of whole wheat bread, family income, and the presence of a patient individual in the family had positive effects, while gender had a negative effect. As the null hypothesis of the parallel regression test was rejected, the Generalized Sequential Logit model was applied to analyze the effects of various factors on households' willingness to pay at different levels (0%, less than 20%, 21-30%, 31-40%, 41-50%, and more than 50%) for different types of whole wheat-grain bread. The results of the model yielded different outcomes. Increases in the health index, awareness of whole wheat bread, family income, education level, presence of a patient individual in the family, and frequent consumption of whole wheat bread positively influenced households' willingness to pay more for both Lavash and Sangak bread. Education level and the presence of a patient individual in the family acted as incentives for whole wheat-grain Lavash bread, while gender and the number of household members deterred households from paying more. The general index of bread purchase was the only factor influencing households' willingness to pay more for whole wheat-grain Sangak bread. Education level, knowledge of the benefits of whole wheat bread, gender, and the number of household members had a negative impact on households' willingness to pay for Sangak bread. Moreover, the marginal effects of the coefficients were estimated at different levels, indicating how changes in the independent variables (such as health index, general index of bread purchase, awareness of whole wheat bread, family income, education level, knowledge of the benefits of whole wheat bread, frequent consumption of whole wheat bread, number of household members, presence of elderly individuals in the family, and presence of a patient individual in the family) affected households' willingness to pay for whole wheat-grain bread.

 According to the results, limitation in producing, supplying, and distributing the whole wheat-grain breads across the city, lack of easy access to whole wheat-grain stores, high prices, remote locations for purchases, and family awareness were the main and significant factors of using whole wheat-grain Lavash and Sangak breads among the Tabriz households. In this regard, the following policies were recommended: 1) Increasing the number of whole wheat-grain breads baking units and purchasing stores, 2) Group media can help to the acculturation and adaptation to the consumption of the whole grain bread, 3) Increasing awareness of whole wheat-grain bread benefits on health could be effective steps on the consumption of whole wheat-grain breads in Tabriz city.

 One of the basic needs of the people is to meet food security. Reports indicate that global demand for agricultural goods will increase over the next decade, with a large share of this demand occurring in developing countries. The importance of poultry products in the human diet is significant because the supply of animal protein in the diet is a key criterion in ensuring food security in society. In fact, poultry is considered one of the most widely consumed protein-rich foods in our country today due to its high production rate, its availability throughout the year and its importance as a white meat. Therefore, considering that East Azerbaijan province, as one of the main center of the poultry industry, has the third place in the closure of broiler chickens compared to the total among the provinces of the country, so this study examines the situation of the poultry industry using chain theory Porter Value aims to analyze the value chain activities of poultry products in order to identify challenges and inadequacies in creating a competitive advantage in East Azerbaijan Province. The value chain of poultry products was based on five components of poultry feed production: mother poultry farms, incubators, laying hens and broiler farms.

 The statistical population of this study was 63 experts, specialists and poultry industry experts. Due to the limited number of the statistical population, the census method was used to collect data. Data were collected through a questionnaire in 2021, validity was confirmed through a panel of professors and experts in the poultry industry in the province and the reliability of the instrument was assessed through a pilot test. Cronbach's alpha coefficient was obtained from 0.701 to 0.833, which indicates acceptable reliability. SPSS22 and SmartPLS3 software were used for data analysis. Also, in order to level the descriptive findings in terms of low, medium and high levels, ISDM index was used.

The average level of activities within the entire chicken value chain in East Azerbaijan province, excluding poultry feed production, was found to be predominantly low and moderate. Specifically, in mother hen farms, the highest frequency (39.7%) was at the low level, followed by the moderate level (38.1%). In the hatchery unit, the highest frequency (41.3%) was at the moderate level, while the poor level accounted for only 7.31%. For broiler farms, the highest frequency (41.3%) was at the moderate level, with 33.3% at the poor level. Similarly, in laying hen farms, the highest frequency (44.4%) was at the moderate level, and the poor level accounted for 31.7%. Only in poultry feed production was the level estimated to be good (36.5%) or moderate (33.3%).Furthermore, significant relationships were observed between certain components of the chicken value chain. Specifically, there was a direct, positive, and significant relationship between poultry feed production factories and laying hen farms. Similarly, the hatchery unit component showed a direct, positive, and significant relationship with laying breeding farms. However, the component of broiler farms did not demonstrate meaningful and effective integration within the provincial-level broiler chicken production. This was due to the lack of significant relationships with the poultry feed production factories and hatchery unit components. Experts in mother poultry farms highlighted weaknesses in government protection policies, inadequate knowledge in feed control, and a lack of research focused on creating favorable conditions for consistent chicken production. These challenges indicated significant obstacles in terms of manpower training, effective research, government support, and optimal production within these units. The analysis of the chicken value chain revealed that only two out of six defined paths showed significant positive relationships: the path between poultry feed production units and laying hen farms, as well as the path between incubation units and laying hen farms. However, the other paths within the chicken value chain, which are expected to play significant roles, did not demonstrate significant positive relationships due to their low and moderate levels. This indicates the existence of challenges within the chicken value chain in East Azerbaijan province.

 The results showed that the components of the chicken value chain in order to create a competitive advantage face serious challenges in the implementation of the main activities and support; So that the level of main activities and support of most of the components involved in this chain was medium and low, and this situation cannot create a competitive advantage for the industry. Considering the key role of support activities on the main activities of each component in the chicken value chain, it is suggested that the necessary measures be taken to strengthen and improve staff training, especially in hen farms, as well as applied research programs. Focus on the research policies of the poultry sector of East Azerbaijan province to respond to the changes in the technologies required by the broiler industry and the pathology of the causes of weakness in the use of technology.

With the growing population of the world, water, food and energy supply will be one of the most important challenges ahead. Agriculture as the most important food producer is not only the consumer of water and energy, but also the most important supplier of energy. As a result, a balance must be struck between harvesting and exploitation of production resources and the amount of agricultural production. Due to the close relationship between water-food-energy systems and also their interaction with each other, a new concept called the “nexus” approach has been proposed which refers to the integrated nature and interactions of water-food-energy planning. This approach has provided suitable options for political decision makers, managers and planners in order to conserve existing resources and achieve sustainable development.

In this study, we have tried to introduce a mathematical programming model using multi-objective mathematical programming (MOP) technique for water-food-energy nexus that has the ability to process managerial decisions. In this model, in addition to examining the economic aspect, the control of greenhouse gas emissions has also been investigated. The regions of Mashhad, Chenaran and Torqabeh-Shandiz are the most important regions in the study area of Mashhad province in the production of crops. The data required for the study were collected through review of reports and agricultural statistical yearbooks of the year 2020-2021 and interviews with experts in each region and through consulting engineering companies. The hypothetical model under study includes lands covered by crops of Mashhad, Chenaran and Torqabeh-Shandiz. In this model, the water needed to irrigate crops is supplied from surface and groundwater sources. Electricity (electricity consumption) is used to collect and pump of irrigation water, produce food, and supply the domestic and industrial sectors. In the process of generating electricity, production of food, irrigation of crops and consumption of fertilizers and pesticides, greenhouse gases are emitted, especially CO2. In this study, 6 objectives including: maximizing gross profit, maximizing the production of calories from food, minimizing emission of greenhouse gases, minimizing consumption of fertilizers and pesticides, minimizing consumption of irrigation water, and minimizing consumption of energy have been pursued.

The results of the proposed model showed that the rate of change in the level of cultivation area in MOP compared to the current cultivation pattern in Mashhad, Chenaran and Torqabeh-Shandiz decreased by 25.92%, 53.05% and 55.88%, respectively. The level of optimal cultivation for barley in Mashhad in order to maximize net profit objective increased by 16934 hectares (46.71%) and its maximizing caloric production equal to 8484 ha, which has decreased compared to the current pattern (22%). The cultivation area of barley in minimum irrigation water consumption decreased by 10877 hectares (1.11%) and in other minimization objectives it changed to 12892 hectares which increased by 17% in Mashhad region. Wheat, barley, alfalfa, corn, sugar beet, tomato and potato have the highest decrease in cultivation area in the MOP among crops. The total area of optimal cultivation in the net profit maximization model of Mashhad, Chenaran and Torqabeh-Shandiz equal to 48639, 26027 and 75 hectares, which showed an increase of 41.4%, 11.61% and 55.8%, respectively. Furthermore, in the model aimed at minimizing energy, irrigation water, fertilizer, pesticide consumption, and greenhouse gas emissions, the recommended cultivation areas are as follows: 25,475 hectares for energy consumption, 15,954 hectares for irrigation water consumption, and 100 hectares each for fertilizer consumption, pesticide consumption, and greenhouse gas emissions. These figures clearly indicate the need to reduce the cultivation area dedicated to agricultural products that have a significant environmental impact. Consequently, it is crucial to alter the cultivation pattern and adopt a strategy that focuses on producing crops with a lower environmental impact. By implementing this strategy, the objective is to cultivate crops that require less energy, irrigation water, fertilizer, and pesticides, while also minimizing greenhouse gas emissions. This approach aims to mitigate the environmental footprint associated with agricultural practices. By reducing the cultivation area for crops that have high environmental effects and transitioning towards crops that have a lesser impact on the environment, it is possible to achieve a more sustainable and environmentally friendly agricultural system.

The purpose of this study was to propose a nonlinear multi-objective mathematical programming model with water-food-energy nexus approach for crops in Mashhad province. In this study, in addition to economic relations, energy and environmental issues (greenhouse gas emissions) were also analyzed. The various components of the water-food-energy nexus, including energy supply planning, water supply and demand, food production, and control of greenhouse gas emissions, were modeled. The results showed that considering the MOP model based on economic and environmental objectives, the area under cultivation of wheat, barley, alfalfa, tomatoes, sugar beets and potatoes has significantly decreased. In other words, in order to achieve the objectives of maximum profit and minimum environmental impact, the area under wheat, barley, tomato, corn should be reduced and the area under cucumber, onion, potato and sugar beet should be increased. According to the results of this study, the following suggestions are presented:- Implementation of the proposed optimal model of water-food-energy nexus allows farmers to simultaneously maintain economic income, environmental considerations, optimal and sustainable consumption of resources (water-food-energy) to select and consider suitable policies. So, it will only be a sustainable policy if it can be built within the combined framework of water, food, energy and the environment. In order to minimize the emission of greenhouse gases and its damage to the environment, the area under cultivation of agricultural products that have high environmental impact should be reduced, and in contrast to changes in cultivation pattern, the strategy to produce crops with less impact. Therefore, by developing a cropping pattern model, the productivity of the production capacities of the agricultural sector can be maximized and at the same time the damages and destructive consequences of crop production can be reduced.

In agricultural industry, saffron is one of the most valuable products that can be produced and exported due to its special characteristics. Iran is the largest producer of this product in the world due to its vast land and dry and semi-arid climate. The research title "The Effect of Marketing Mix on Brand Equity" has been the focus of many researchers in the marketing field across various industries. This particular study aims to identify the appropriate strategies to create a competitive advantage and enhance brand equity in Iran's saffron industry through the implementation of the marketing mix. The research examines the relationship between the elements of the marketing mix and brand equity, with the ultimate goal of assisting companies involved in saffron production, purchase, and sale in developing strategies to increase their brand equity. The researchers emphasize that saffron, as a strategic product in Iran's growing economy, requires the development of effective marketing channels. Hence, this research aims to identify the factors that influence the marketing mix on brand equity in the saffron industry. To achieve this objective, the study measures the relationship between the marketing mix elements (product, distribution channel, price, and promotional activities) and four dimensions of brand equity (brand awareness, perceived quality, store image, and brand loyalty) using structural equation modeling (SEM).

The current research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population includes people within reach who were consumers of Iranian saffron. Considering the unlimited size of the statistical population and Morgan's table, 384 people were selected by simple random. To collect data from the questionnaire containing 40 closed questions, 24 questions of the marketing mix scale of Sharma and Gautam (2018), 16 questions of the standard brand equity questionnaire of Yu et al. (2000) with a 5-point scale. Likert has been used to measure the variables of the conceptual model.This research has investigated the relationships between variables using PLS2 software and structural equation modeling. There is no need for the distribution to be normal compared to other existing software (Kline, 2014). This method is a statistical model to investigate the relationship between latent variables and manifest variables.

The findings of the research indicate that the product dimension of the marketing mix has the strongest relationship with the dependent variables of the study. Specifically, the effect of the product on perceived quality, store image, brand loyalty, and brand awareness is positive and significant. More specifically, the effect of the product on perceived quality is positive and significant. Similarly, the product has a positive and significant effect on the store image. Additionally, the product dimension has a positive and significant impact on brand loyalty and brand awareness. However, the effect of price on perceived quality is not found to be positive and significant. On the other hand, the effect of price on the store image is positive and significant. The impact of price on brand loyalty is not significant, and the effect of price on brand awareness is not positive and significant. Regarding the distribution dimension of the marketing mix, it has a positive and significant effect on perceived quality. However, the effect of distribution on the store image is not positive and significant. Furthermore, distribution has a positive and significant impact on brand loyalty and brand awareness. In terms of the promotion dimension of the marketing mix, it has a positive and significant effect on perceived quality. However, the effect of promotion on the store image is not positive and significant. Overall, these findings suggest that the product dimension of the marketing mix plays a critical role in influencing brand equity, while the effects of price, distribution, and promotion vary in their impact on the dependent variables of perceived quality, store image, brand loyalty, and brand awareness.

Centers operating in the saffron industry should prioritize the creation of high-quality products and the establishment of brand loyalty. Additionally, they can enhance the positive perception of customers by focusing on the desirability of after-sales services, maintaining regular communication with customers through representatives, and ensuring that the price of their products aligns with their quality. By implementing these strategies, companies can improve the customers' mental image of the company, leading to enhanced perceived quality, brand awareness, and customer loyalty. This, in turn, will have a positive impact on their overall success in the market.