University of Tehran Iranian Journal of Agricultural Economics and Development Research 2008-4838 55 3 2024 09 22 Identifying the Driving Factors the branding of healthy and organic agriculture in Tabriz County Identifying the Driving Factors the branding of healthy and organic agriculture in Tabriz County 535 552 93532 10.22059/ijaedr.2023.351167.669191 FA Mohsen Aghayari Hir Department of Geography and Rural Planning, Faculty of Planning and Environmental Science, University of Tabriz, Tabriz, Iran. 0000-0001-5531-5606 Hossein Asgharpur Department of Economical Science, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran. 0000-0002-1440-8977 Soheyla Bakhtar Department of Geography and Rural Planning, Faculty of Planning and Environmental Science, University of Tabriz, Tabriz, Iran. 0000-0002-0458-6614 Journal Article 2022 12 05 Branding of organic agricultural products is an essential requirement that plays a vital role in the economic growth and development of societies. In the field of the creation and development of organic agricultural brands, there are many development and driving factors that require careful planning. The present research, has been conducted to identify the driving factors of organic agriculture branding in Tabriz County. This research is mixed and practical and based on the survey. First, based on the Foundations Data Approach, necessary qualitative content was collected, then quantitative data was collected based on survey strategy (questionnaire). The population was specialists and experts who were first using targeted sampling and then using the snowball method; a half structured interview was conducted with 17 people until theoretical saturation was reached. In this method, data analysis was done in three ways: open coding, central coding and selective coding. To check the reliability, transferability and verifiability and validity criteria, were used. Based on the analysis of the qualitative stage, the central and selective branding codes were identified, and a questionnaire was shown in the framework of the matrix of cross-effects between regulatory factors and to evaluate the influence and effectiveness of driving factors, the matrix of cross-effects was conducted, using MicMac software. Based on the results, 16 drivers were identified as the key drivers that had the most impact on branding, among which the media, single organization, financial and credit support, and public sector infrastructure play the most crucial role in branding organic agricultural products. Branding of organic agricultural products is an essential requirement that plays a vital role in the economic growth and development of societies. In the field of the creation and development of organic agricultural brands, there are many development and driving factors that require careful planning. The present research, has been conducted to identify the driving factors of organic agriculture branding in Tabriz County. This research is mixed and practical and based on the survey. First, based on the Foundations Data Approach, necessary qualitative content was collected, then quantitative data was collected based on survey strategy (questionnaire). The population was specialists and experts who were first using targeted sampling and then using the snowball method; a half structured interview was conducted with 17 people until theoretical saturation was reached. In this method, data analysis was done in three ways: open coding, central coding and selective coding. To check the reliability, transferability and verifiability and validity criteria, were used. Based on the analysis of the qualitative stage, the central and selective branding codes were identified, and a questionnaire was shown in the framework of the matrix of cross-effects between regulatory factors and to evaluate the influence and effectiveness of driving factors, the matrix of cross-effects was conducted, using MicMac software. Based on the results, 16 drivers were identified as the key drivers that had the most impact on branding, among which the media, single organization, financial and credit support, and public sector infrastructure play the most crucial role in branding organic agricultural products. https://ijaedr.ut.ac.ir/article_93532_4f1edfb1714000a9fbb4684c043bffbc.pdf