University of Tehran Iranian Journal of Agricultural Economics and Development Research 2008-4838 51 2 2020 06 21 Psychological factors affecting farmers' intention to diversify agricultural products (Case study: Khorramabad Township) Psychological factors affecting farmers' intention to diversify agricultural products (Case study: Khorramabad Township) 279 293 76600 10.22059/ijaedr.2019.256401.668593 FA Rezvan Ghanbari Assistant Prof., Department of Rural Development, Faculty of Agriculture, University of Lorestan, Lorestan, Iran 0000-0001-8741-7965 Khosro Azizi Associate Prof., Department of Agronomy and Plant Breeding, Faculty of Agriculture, University of Lorestan, Lorestan, Iran Saeed Gholamrezai Assistant Professor, Department of rural development, University of Lorestan, Lorestan, Iran 0000-0003-3070-137X Journal Article 2018 04 23  In relation to agricultural development, “diversification” is probably one of the most frequently used terms in the recent decade. Product diversification is often presented as a strategy to improve the sustainability of agricultural production systems, which can lead to a reduction in the use of inputs - pesticides, fertilizers, water and environmental damage - with good management.  However, despite the benefits of diversification in terms of environmental and economic sustainability, this type of farming system has not yet been accepted among farmers. The purpose of this study was to investigate the psychological factors affecting farmers' intention to diversify agricultural products. To achieve this goal, the theory of planned behavior was used as the main framework. The statistical population of this study was consisted of all wheat farmers in Khoram Abad Township (N = 17623) that using Krejcie & Morgan table, the sample size was determined (n=375). To collect data, a researcher-made questionnaire was used. Data was analyzed using Structural Equation Modelling (SEM) with AMOS 24 software package. The results showed that attitude, subjective norm and perceived behavioral control have a positive relationship with farmers' intention to diversify agricultural products. In addition, the results showed that the subjective norm had the most direct effect and behavioral beliefs had the most indirect effect on farmers' intention.  In relation to agricultural development, “diversification” is probably one of the most frequently used terms in the recent decade. Product diversification is often presented as a strategy to improve the sustainability of agricultural production systems, which can lead to a reduction in the use of inputs - pesticides, fertilizers, water and environmental damage - with good management.  However, despite the benefits of diversification in terms of environmental and economic sustainability, this type of farming system has not yet been accepted among farmers. The purpose of this study was to investigate the psychological factors affecting farmers' intention to diversify agricultural products. To achieve this goal, the theory of planned behavior was used as the main framework. The statistical population of this study was consisted of all wheat farmers in Khoram Abad Township (N = 17623) that using Krejcie & Morgan table, the sample size was determined (n=375). To collect data, a researcher-made questionnaire was used. Data was analyzed using Structural Equation Modelling (SEM) with AMOS 24 software package. The results showed that attitude, subjective norm and perceived behavioral control have a positive relationship with farmers' intention to diversify agricultural products. In addition, the results showed that the subjective norm had the most direct effect and behavioral beliefs had the most indirect effect on farmers' intention. https://ijaedr.ut.ac.ir/article_76600_132988d2974053e2fd769ed1f05f0609.pdf