Abstract
The main purpose of this study was to analyze of communicative
factors affecting in application of Sustainable
Rice Farming Practices among paddy farmers of Mazandaran
province. The statistical population of consisted of paddy
farmers of Mazandaran province (N= 208839). According to
Cochran formula, a sample of 240 farmers was selected through
cluster sampling method. To collect data, a questionnaire was
designed. Reliability of the questionnaire was measured by
computing Cronbach’s alpha (α ≥0/7) and its validity was approved
by a panel of expert. Factor analysis revealed that communicative
factors affecting in application of Sustainable Rice
Farming Practices were four factors including: organizational
communication, modern communication, local interpersonal
communication and external interpersonal communication, respectively
according to their importance. These factors explained
67.92 percent of the total variance.