A Comparative Study of Iranian Consumers' Versus Extension Experts' Attitudes towards Agricultural Organic Products (AOP)

The main purpose of this study was to asses the attitudes of consumers and extension experts towards Agricultural Organic Products (AOP) in Iran. The statistical population included all of the consumers and extension experts (1000). A sample of 416 consumers and 289 extension experts were selected by the use of proportional random sampling methods. Questionnaires were used to collect data. For determining the validity of questionnaires, the facet content validity was used. Cronbach's alpha was used to measure reliability of the instrument, which was 0. 91 and showed the instrument reliability. SPSS/win software was used for data analyzing. Data was analyzed using descriptive and inferential statistics such as extent of mean, standard deviation, coefficient of variation, correlation analysis and factor analysis. The findings revealed that the main communicative channel were TV and Radio and the main supply method was labeled organic products is supply in the special markets. The results showed four effective factors. The first factor was educational- supportive factor and other was informing, constructive- institutional and infrastructure development factors. Also the result of factor analysis as view point of consumer showed four effective factors, the first factor was educational factor and others were supportive, monitoring and economical factors. Consumers were ready to pay 26% more money for AOP and extension experts' believed that 27% extra price was appropriate in average.