Flower and Ornamental Plants Development Strategies as Perceived by Growers (Case Study: Alborz Province)

Document Type : Research Paper

Authors

1 Associate Professor, Imam Khomeini Higher Education Center, Agricultural Research, Education and Extension Organization (AREEO), Karaj, Iran

2 Agricultural Research,Education and Extension Organization (AREEO), Tehran, Iran

Abstract

According to the geographical and agricultural conditions, production of flowers and ornamental plants have a suitable situation in Iran. Alborz province is one of the potential areas in this field. Thus, this study aimed to analyze flower and ornamental plants development strategies in this province. The statistical population of study consisted of growers of flower and ornamental plants in Alborz province (N= 1260), out of which 135 people determined as sample using Cochran sampling formula and simple sampling technique. A questionnaire was the main tool of study. Validity of the questionnaire was approved by a panel of experts and construct validity using AVE Index. In order to measure the reliability of the questionnaire, Cronbach's alpha and composite reliability (CR) were calculated. The data were analyzed by SPSS22 and Smart PLS softwares. The finding revealed that, "facilitation-support" and "production process improvement" strategies were in the highest ranks and "research and technology" and "agricultural education and extension and human resources development" strategies were in the lowest ranks for development of the flower and ornamental plants industry. The results of confirmatory factor analysis showed that, flower and ornamental plants development strategies' measurement model consist of seven main elements: "marketing and sales", "agricultural education and extension and human resources development", "infrastructure and facilities development", "production process improvement", "expert development", "research and technology" and "facilitation-support" was homogeneous and the reliability of the Indicators was approved.

Keywords

Main Subjects

Extended Abstract

Objectives

     Now days, production/growing of flowers and ornamental plants, as one of the important activities in the agricultural sector, play an essential role in aesthetic gratification, general decoration, beautification, employment opportunity, export growth, livelihood, trade and commerce, improving the environment etc. According to the geographical and agricultural conditions, production of flowers and ornamental plants have a suitable situation in Iran. Alborz province is one of the potential areas in this field, that facing some barriers and challenges for development of this industry. Therefore, this survey research aimed to analyze flower and ornamental plants development strategies in Alborz province.

 

Methods

   Statistical population of the study consisted of 1260 flower and ornamental plants growers out of which 135 people selected as sample using Cochran sampling formula and simple sampling technique. A researcher-made questionnaire consist of demographic characteristics (7 items); "marketing and sales" (10 items); "agricultural education and extension and human resources development" (10 items); "infrastructure and facilities development" (8 items); "production process improvement" (3 items); "expert development" (8 items); "research and technology" (3 items); and "facilitation-support" (7 items), was the main tool of study. Data were analyzed using SPSS22 and Smart PLS2. Validity of the questionnaire was approved by a panel of experts and construct validity using AVE Index. In order to measure the reliability of the questionnaire, Cronbach's alpha and composite reliability (CR) were calculated.

 

Results

    The finding revealed that, "facilitation-support" and "production process improvement" strategies were in the highest ranks and "research and technology" and "agricultural education and extension and human resources development" strategies were in the lowest ranks for development of the flower and ornamental plants industry. The results of confirmatory factor analysis showed that, flower and ornamental plants development strategies' measurement model consist of seven main elements: "marketing and sales", "agricultural education and extension and human resources development", "infrastructure and facilities development", "production process improvement", "expert development", "research and technology" and "facilitation-support" was homogeneous and the reliability of the Indicators was approved.

 

Discussion

    According to the results, each of the seven components can play an importance role in developing flowers and ornamental plants industry in Alborz Province, it is essential to pay attention to each of these components in agricultural sector planning. In addition, development of agricultural extension and education services, Agricultural cooperatives and unions, development of infrastructure and facilities, export facilitation, marketing, practical research etc., can contribute to the sustainability of this industry.

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Iranian Journal of Agricultural Economics and Development Research
Volume 54, Issue 1
March 2023
Pages 35-51

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