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

Document Type : Research Paper


1 Assistant Professor, Institute of Agricultural Education and Extension, Agricultural Research, Education and Extension Organization (AREEO), Tehran, Iran

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


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.


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