Gorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-09729220220723Modeling Influential Components on Creating Entrepreneurial Opportunities in Handicrafts: Application of Analytical Networking Analysis (ANP)Modeling Influential Components on Creating Entrepreneurial Opportunities in Handicrafts: Application of Analytical Networking Analysis (ANP)118604410.22069/jead.2022.19264.1504FAMohadeseMotahariEntrepreneurship student .Ali abad university .Ali abad city . IranSeyed Mohammad RezaHosseiniAsisstant Professor Departmant of Economic, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran;RoohallaSamieeAssistant Professor, Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, IranMajeidAshrafiAsisstan t professor. Departmant of Accounting .Aliabad Katoul Branch Islamic Azad University .Aliabad Katoul .Iran.Journal Article20210725Although opportunity identification is a prerequisite for entrepreneurial development in any field and without it, entrepreneurial activity does not occur, but it is necessary to identify the factors affecting the development of entrepreneurial opportunities in order to make the necessary policy to take advantage of them. Despite its many capabilities, the handicrafts sector has not yet been considered in terms of factors affecting its entrepreneurial opportunities. Therefore, the main purpose of this study is to presenting an analytical model of components affecting the creation of entrepreneurial opportunities, which has been done on a case study in the handicrafts sector of Golestan province. The research method in this study is mixed (quantitative and qualitative). First, in the quality section, 5criteria and 22sub-criteria affecting the creation of entrepreneurial opportunities in handicrafts were identified based on the opinion of 20 experts and senior experts in entrepreneurship and handicrafts who were selected by snowball sampling method. Then, in the quantitative section, by sampling 171 handicraft activists in Golestan province, the criteria and sub-criteria identified in the first stage were ranked using ANP. The results showed that the sub-criteria of tax laws and regulations, new methods and approaches of handicraft production and upgrading the culture of handicraft education have the most impact and the sub-criteria of social capital, export and product application have the least impact on creating entrepreneurial opportunities in handicrafts, respectively. Examining the total score indicates that social and cultural criteria are more important than other criteria in creating entrepreneurial opportunities for handicraftsAlthough opportunity identification is a prerequisite for entrepreneurial development in any field and without it, entrepreneurial activity does not occur, but it is necessary to identify the factors affecting the development of entrepreneurial opportunities in order to make the necessary policy to take advantage of them. Despite its many capabilities, the handicrafts sector has not yet been considered in terms of factors affecting its entrepreneurial opportunities. Therefore, the main purpose of this study is to presenting an analytical model of components affecting the creation of entrepreneurial opportunities, which has been done on a case study in the handicrafts sector of Golestan province. The research method in this study is mixed (quantitative and qualitative). First, in the quality section, 5criteria and 22sub-criteria affecting the creation of entrepreneurial opportunities in handicrafts were identified based on the opinion of 20 experts and senior experts in entrepreneurship and handicrafts who were selected by snowball sampling method. Then, in the quantitative section, by sampling 171 handicraft activists in Golestan province, the criteria and sub-criteria identified in the first stage were ranked using ANP. The results showed that the sub-criteria of tax laws and regulations, new methods and approaches of handicraft production and upgrading the culture of handicraft education have the most impact and the sub-criteria of social capital, export and product application have the least impact on creating entrepreneurial opportunities in handicrafts, respectively. Examining the total score indicates that social and cultural criteria are more important than other criteria in creating entrepreneurial opportunities for handicraftshttps://jead.gau.ac.ir/article_6044_74c6f59251935722b7fcaca9a17d07a1.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-09729220220723An Explanation of the Entrepreneurial Ecosystem Model in the Context of Agricultural Higher Education System in IranAn Explanation of the Entrepreneurial Ecosystem Model in the Context of Agricultural Higher Education System in Iran1936604610.22069/jead.2022.19681.1544FAZohrehMotamedi NiaLecturers of Entrepreneurship and Rural Development, Department, Ilam UniversityHamidMovahed Mohamadi2. Prof., Department of Agricultural Extension & Education, Faculty of Agricultural Economics and Development, University of Tehran, Karaj, Iran.HosseinMahdizadehAssistant Prof., of Entrepreneurship and Rural Development, Faculty of Management, Ilam University, IranJournal Article20211113considering the lack of experience in the agriculture sector of Iran for developing such ecosystems, it is possible to benefit from the experiences and knowledge of pioneering entrepreneurial sectors to develop the appropriate entrepreneurial ecosystem model in the context of the country’s agricultural higher education system. This study aims at explaining the entrepreneurial ecosystem model in the context of the agricultural higher education system in Iran, and is considered field research in terms of data collection, non-experimental in terms of controlling the variables, applied research in terms of purpose, and exploratory sequential mixed method research (qualitative-quantitative) in terms of methodology. In the qualitative section using purposeful sampling, the viewpoints of 15 startup experts were analyzed. In the quantitative section, the statistical population consisted of 1800 startup activists in Iran. Using the Cochran formula, a sample including 286 individuals was selected randomly. For data analysis, SPSS22 and AMOS24 software and frequency statistic in the descriptive section, and confirmatory factor analysis in the inferential section were used. According to the findings of the qualitative section, the component of human capital had the highest number of codes, followed by policy, socio-cultural, support, market development and financial-economic components, respectively. According to the findings of the quantitative section, support, human capital, policy, market development, socio-cultural and financial-economic components were respectively found important to entrepreneurial ecosystem growth in the context of the agricultural higher education system of Iran.considering the lack of experience in the agriculture sector of Iran for developing such ecosystems, it is possible to benefit from the experiences and knowledge of pioneering entrepreneurial sectors to develop the appropriate entrepreneurial ecosystem model in the context of the country’s agricultural higher education system. This study aims at explaining the entrepreneurial ecosystem model in the context of the agricultural higher education system in Iran, and is considered field research in terms of data collection, non-experimental in terms of controlling the variables, applied research in terms of purpose, and exploratory sequential mixed method research (qualitative-quantitative) in terms of methodology. In the qualitative section using purposeful sampling, the viewpoints of 15 startup experts were analyzed. In the quantitative section, the statistical population consisted of 1800 startup activists in Iran. Using the Cochran formula, a sample including 286 individuals was selected randomly. For data analysis, SPSS22 and AMOS24 software and frequency statistic in the descriptive section, and confirmatory factor analysis in the inferential section were used. According to the findings of the qualitative section, the component of human capital had the highest number of codes, followed by policy, socio-cultural, support, market development and financial-economic components, respectively. According to the findings of the quantitative section, support, human capital, policy, market development, socio-cultural and financial-economic components were respectively found important to entrepreneurial ecosystem growth in the context of the agricultural higher education system of Iran.https://jead.gau.ac.ir/article_6046_8169fddd012b9734f7e4c048e2ddade2.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-09729220220723Physical and environmental constraints of entrepreneurship in the villages surrounding the border and Hamoon International Wetland (The study of District Ghorghori, Hirmand County)Physical and environmental constraints of entrepreneurship in the villages surrounding the border and Hamoon International Wetland (The study of District Ghorghori, Hirmand County)3758604810.22069/jead.2022.19746.1552FAMohsenSanadgolDepartment of Geography, Faculty of Literature and Humanities, Zabol University, Iran.SadeghAsghari LafmejaniAssociate Professor of Geography and Rural Planning, Department of Geography, University of Zabol, Iran.GharibFazelniaDepartment of Geography, Faculty of Literature and Humanities, Zabol University, Iran.MohammadPiraniDepartment of Geography, Faculty of Literature and Humanities, Zabol University, Iran.Journal Article20220227Due to their existential, functional and structural nature, rural communities are closely related to their surrounding environment. Many features of their surrounding environment lead to the development of entrepreneurship and strengthen the rural economy, and some other features limit the development of entrepreneurship and delay economic progress. Considering the effects of physical and environmental constraints on entrepreneurial development in the villages Surrounding the border and Hamoon International Wetland, the aim of this research was to analyze the effects of these constraints in the villages of Ghorghori District of Hirmand County. This research is of descriptive-analytical type in which the documentary method has been used to review the records and explain the problem and the survey method (with interview tools and completing a questionnaire) has been applied to collect the required data at the village level. The statistical population of the study includes the head of households living in the study area. According to the number of households living in the study area (3492 households) and the use of Cochran's formula, 348 samples were calculated to complete the research questionnaires. Data analysis was performed using descriptive and inferential statistical methods, ARAS model and SPSS, Choice Expert and ArcGIS software. The results of ARAS model in examining the severity of entrepreneurial constraints in the studied villages show that physical constraints in 58.6% of villages and environmental constraints in 68.9% of villages are severe or very severe.Due to their existential, functional and structural nature, rural communities are closely related to their surrounding environment. Many features of their surrounding environment lead to the development of entrepreneurship and strengthen the rural economy, and some other features limit the development of entrepreneurship and delay economic progress. Considering the effects of physical and environmental constraints on entrepreneurial development in the villages Surrounding the border and Hamoon International Wetland, the aim of this research was to analyze the effects of these constraints in the villages of Ghorghori District of Hirmand County. This research is of descriptive-analytical type in which the documentary method has been used to review the records and explain the problem and the survey method (with interview tools and completing a questionnaire) has been applied to collect the required data at the village level. The statistical population of the study includes the head of households living in the study area. According to the number of households living in the study area (3492 households) and the use of Cochran's formula, 348 samples were calculated to complete the research questionnaires. Data analysis was performed using descriptive and inferential statistical methods, ARAS model and SPSS, Choice Expert and ArcGIS software. The results of ARAS model in examining the severity of entrepreneurial constraints in the studied villages show that physical constraints in 58.6% of villages and environmental constraints in 68.9% of villages are severe or very severe.https://jead.gau.ac.ir/article_6048_e1ea421d8c4172ecee5835d85b230379.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-09729220220723A model for revitalizing small and medium-sized rural businesses have been seen in the covid-19 crisis
(case study: rural businesses of kermanshah province)A model for revitalizing small and medium-sized rural businesses have been seen in the covid-19 crisis
(case study: rural businesses of kermanshah province)5978604910.22069/jead.2022.19757.1553FAKhadijehAziziMSc. Student, Department of Management and Entrepreneurship, Faculty of Social Sciences, Economics and Entrepreneurship, Razi University, Kermanshah, IranMahdiHosseinpourAssistant Professor, Department of Management and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran.Mohammad JavadJamshidiAssistant Professor, Department of Management and Entrepreneurship - Faculty of Social Sciences, Economics and Entrepreneurship - Razi University, IranJournal Article20211217The Covid 19 virus pandemic (Corona) has not only affected public health, but has caused a major recession in the world. In addition to the consequences of the Corona virus, the Iranian economy is also facing the pressure of sanctions and is experiencing these two factors simultaneously. More importantly, businesses have not been immune to the virus. Kermanshah province with high unemployment is at risk of damage to rural businesses. Therefore, the present study seeks to provide a model for the revitalization of small and medium-sized rural businesses affected by the Covid 19 crisis, which has been conducted in rural businesses in Kermanshah province. Experts of the Jihad Agricultural Organization of the province and professors of Razi University have formed the statistical population of this study who were selected by purposive sampling and snowball method. Semi-structured interview method was used to collect research data in the qualitative part and survey method was used in the quantitative part. The data collection process continued until the theoretical saturation of the available information Qualitative analysis of the data was performed by Max Kyoda software and by analyzing 15 interviews, a total of 45 codes were identified. The data were analyzed in four main categories: financial - facility, service - support, business empowerment and market summary. The two factors of finance - facilities and services - support empower the business, and this in turn can be a factor in creating decisions with a focus on customer, market and marketing. In the quantitative part, the results of Friedman prioritization test showed that for the rehabilitation of damaged rural units in Kermanshah province, respectively, financial-facility factors (3.43), empowerment- resilience (2.73), support-services (2.40) and market factors (1.43) had a higher priority.<br /> The Covid 19 virus pandemic (Corona) has not only affected public health, but has caused a major recession in the world. In addition to the consequences of the Corona virus, the Iranian economy is also facing the pressure of sanctions and is experiencing these two factors simultaneously. More importantly, businesses have not been immune to the virus. Kermanshah province with high unemployment is at risk of damage to rural businesses. Therefore, the present study seeks to provide a model for the revitalization of small and medium-sized rural businesses affected by the Covid 19 crisis, which has been conducted in rural businesses in Kermanshah province. Experts of the Jihad Agricultural Organization of the province and professors of Razi University have formed the statistical population of this study who were selected by purposive sampling and snowball method. Semi-structured interview method was used to collect research data in the qualitative part and survey method was used in the quantitative part. The data collection process continued until the theoretical saturation of the available information Qualitative analysis of the data was performed by Max Kyoda software and by analyzing 15 interviews, a total of 45 codes were identified. The data were analyzed in four main categories: financial - facility, service - support, business empowerment and market summary. The two factors of finance - facilities and services - support empower the business, and this in turn can be a factor in creating decisions with a focus on customer, market and marketing. In the quantitative part, the results of Friedman prioritization test showed that for the rehabilitation of damaged rural units in Kermanshah province, respectively, financial-facility factors (3.43), empowerment- resilience (2.73), support-services (2.40) and market factors (1.43) had a higher priority.<br /> https://jead.gau.ac.ir/article_6049_4393848872efa50a0907b8f1be2760d2.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-09729220220723Assessing Entrepreneurial Capabilities Among Family Business OwnersAssessing Entrepreneurial Capabilities Among Family Business Owners7994605010.22069/jead.2022.19832.1564FASeyed NaserMoghadas NikooPhD Student in Entrepreneurship, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, IranHadiSanaeepourDepartment of Management, Faculty of Humanities, Gonbad, Gonbad Kavous, IranRoohallaSamieeAssistant Professor, Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, IranAbdolhoseynKarampourAssistant Professor of Management, Shiraz Branch, Shiraz University, Shiraz, IranJournal Article20220110The main purpose of this study is to assess the entrepreneurial capabilities among family business owners with a background of operating in the international market. The target population consists of all builders and mass builders of the construction industry in Tehran province with internationally active family businesses, from which 70 persons were randomly selected as a sample. The research instrument was a standard questionnaire measuring the personality traits of Iranian entrepreneurs Kordanij et al. (2007) with 95 items on a Likert scale. Calculation of Cronbach's alpha coefficient for the components used in the research questionnaire showed an acceptable level of reliability of the research tool. Data analysis was performed using SPSS26 statistical software. Findings showed that the respondents of this study due to age, as well as work experience in the international market and higher education were at a desirable level of entrepreneurship, especially in the field of internal locus of control, need for achievement, risk-taking propensity and flow notion. On the other hand, the results showed that the level of respondents' enjoyment of the components of challenge, utopism and operationalism were at a lower level than the others. Overall, the results showed that the general level of entrepreneurial capability of 35.4% of the respondents was estimated as in favorable level. These results imply the importance of having entrepreneurial capabilities at the desired level for family business owners, which needs to be considered in the programs of the ministries in charge of business development for providing relevant training.The main purpose of this study is to assess the entrepreneurial capabilities among family business owners with a background of operating in the international market. The target population consists of all builders and mass builders of the construction industry in Tehran province with internationally active family businesses, from which 70 persons were randomly selected as a sample. The research instrument was a standard questionnaire measuring the personality traits of Iranian entrepreneurs Kordanij et al. (2007) with 95 items on a Likert scale. Calculation of Cronbach's alpha coefficient for the components used in the research questionnaire showed an acceptable level of reliability of the research tool. Data analysis was performed using SPSS26 statistical software. Findings showed that the respondents of this study due to age, as well as work experience in the international market and higher education were at a desirable level of entrepreneurship, especially in the field of internal locus of control, need for achievement, risk-taking propensity and flow notion. On the other hand, the results showed that the level of respondents' enjoyment of the components of challenge, utopism and operationalism were at a lower level than the others. Overall, the results showed that the general level of entrepreneurial capability of 35.4% of the respondents was estimated as in favorable level. These results imply the importance of having entrepreneurial capabilities at the desired level for family business owners, which needs to be considered in the programs of the ministries in charge of business development for providing relevant training.https://jead.gau.ac.ir/article_6050_fb54e897f3612ffebeb31509b01d6de5.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-09729220220723Analysis of the innovative behavior in students of Sari Agricultural CollegeAnalysis of the innovative behavior in students of Sari Agricultural College95112605210.22069/jead.2022.20248.1600FAFatemehSaliliAgricultural Extension and Education Group; Faculty of Engineering; Islamic Azad University, Sari Branch, IranAmirAhmadpourAgricultural Extension and Education Group; Faculty of Engineering; Islamic Azad University, Sari Branch, IranMohammadrezaShahrakiDepartment of Natural Resources and Watershed Management of Golestan Province, Iran.Journal Article20220524The present study examines the innovative behavior of students of agricultural schools in Sari city in Mazandaran province. This is a descriptive-survey study. The statistical population was composed of 433 students, out of which 206 students were selected on the basis of Krejcie and Morgan table. The research tool was a researcher-made questionnaire in which innovative behavior was measured by 32 items in the form of three dimensions of idea discovery, idea creation and idea support. Descriptive and inferential statistical methods were used in SPSS21. The results showed that there is a positive and significant relationship between different dimensions of innovative behavior at the level of 99% confidence. Findings indicate that there is a positive and significant relationship between innovative behavior and students' semester. Comparison of innovative behavior of students in different groups showed that innovative behavior in the groups of gender, level of education, having a job, having a history of innovation and entrepreneurship, as well as different fields of study, had a significant difference. According to the results, it is suggested that educational centers, including institutions and centers of higher education, by providing educational facilities and infrastructure to provide the ground for the production of ideas to pave the way for the development and strengthening of entrepreneurial culture. It is suggested that educational centers, including institutions and higher education centers, by providing educational facilities and infrastructure, supply the ground for creating and developing ideas for students, in order to strengthen and expand the entrepreneurial culture.The present study examines the innovative behavior of students of agricultural schools in Sari city in Mazandaran province. This is a descriptive-survey study. The statistical population was composed of 433 students, out of which 206 students were selected on the basis of Krejcie and Morgan table. The research tool was a researcher-made questionnaire in which innovative behavior was measured by 32 items in the form of three dimensions of idea discovery, idea creation and idea support. Descriptive and inferential statistical methods were used in SPSS21. The results showed that there is a positive and significant relationship between different dimensions of innovative behavior at the level of 99% confidence. Findings indicate that there is a positive and significant relationship between innovative behavior and students' semester. Comparison of innovative behavior of students in different groups showed that innovative behavior in the groups of gender, level of education, having a job, having a history of innovation and entrepreneurship, as well as different fields of study, had a significant difference. According to the results, it is suggested that educational centers, including institutions and centers of higher education, by providing educational facilities and infrastructure to provide the ground for the production of ideas to pave the way for the development and strengthening of entrepreneurial culture. It is suggested that educational centers, including institutions and higher education centers, by providing educational facilities and infrastructure, supply the ground for creating and developing ideas for students, in order to strengthen and expand the entrepreneurial culture.https://jead.gau.ac.ir/article_6052_6d37bf7806b590ef6294b9ee24c96214.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-09729220220723Absorption of rural migrant workers in urban enterprises: A qualitative studyAbsorption of rural migrant workers in urban enterprises: A qualitative study113132608410.22069/jead.2022.20256.1601FAGholamhosseinAbdollahzadehDepartment Of Agricultural Extension and Education,, Faculty of Agricultural Management,, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, IranMohammad SharifSharifzadehDepartment Of Agricultural Extension and Education,
Faculty of Agricultural Management,
Gorgan University of Agricultural Sciences and Natural Resources,Journal Article20220617The purpose of this research was to investigate the absorption and integration of rural migrant workers in urban enterprises. This qualitative research was done by descriptive phenomenological method. Data were collected using semi-structured in-depth interviews. The statistical population of the research included rural migrant workers as well as employers and labor market participants in Gorgan. The participants were selected purposefully using convenience and snowball sampling techniques (n=24). The data collection process continued to the level of theoretical saturation and the usefulness threshold of the available information. In addition to content analysis and coding of the findings, Nvivo10 QSR software was used to classify qualitative data and codify the themes that emerged in the interviews. As a result, six conceptual clusters were drawn. A set of indicators related to the absorption of rural migrant workers in urban enterprises was identified at two levels of work environment (30 indicators) and host community (32 indicators). Also, the findings of this research showed that a set of factors at three levels: individual (20 factors), organizational or business environment (24 factors) and social or host community (18 factors) affect the absorption of rural migrant labor in urban enterprises. Therefore, it can be concluded that in addition to individual characteristics, the provision of a favorable working atmosphere as well as integration in the host community is effective in attracting rural migrant workers in urban work environments.<br /> The purpose of this research was to investigate the absorption and integration of rural migrant workers in urban enterprises. This qualitative research was done by descriptive phenomenological method. Data were collected using semi-structured in-depth interviews. The statistical population of the research included rural migrant workers as well as employers and labor market participants in Gorgan. The participants were selected purposefully using convenience and snowball sampling techniques (n=24). The data collection process continued to the level of theoretical saturation and the usefulness threshold of the available information. In addition to content analysis and coding of the findings, Nvivo10 QSR software was used to classify qualitative data and codify the themes that emerged in the interviews. As a result, six conceptual clusters were drawn. A set of indicators related to the absorption of rural migrant workers in urban enterprises was identified at two levels of work environment (30 indicators) and host community (32 indicators). Also, the findings of this research showed that a set of factors at three levels: individual (20 factors), organizational or business environment (24 factors) and social or host community (18 factors) affect the absorption of rural migrant labor in urban enterprises. Therefore, it can be concluded that in addition to individual characteristics, the provision of a favorable working atmosphere as well as integration in the host community is effective in attracting rural migrant workers in urban work environments.<br /> https://jead.gau.ac.ir/article_6084_dcc57b416b4a094f6a9f4669b2253a91.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-09729220220723Investigating the effect of customers' knowledge and awareness on improving the sustainability of the pistachio supply chain in Iran from the experts' point of viewInvestigating the effect of customers' knowledge and awareness on improving the sustainability of the pistachio supply chain in Iran from the experts' point of view133156605310.22069/jead.2022.20373.1616FANaserSeifollahiDepartment of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.Journal Article20220629Sustainable management of thesupply chain has a special place in thesupply of products to thefinal consumer.Iran's pistachio industry is also very important in providing foreign exchange and improving thecountry's trade balance.Therefore, reforming thesupply chain through theexpansion of knowledge and awareness will greatly contribute to thegreater competitiveness of this industry in theglobal market and thestability of thesupply chain.Therefore, thepresent study seeks to investigate theeffect of thelevel of knowledge and awareness of customers on improving thesustainability of thepistachio product supply chain in Iran from the experts' point of view.This research was applied interms of purpose, which was done with a mixed approach.In thequalitative stage, thestudied population included20experts of Iran's pistachio industry, who were selected through thewebsite of theIranian Pistachio Association, using thepurposeful snowball sampling method.In thequantitative stage, thestatistical population included156people from thefield of pistachio industry,130 people were determined according to Cochran'sformula and simple random sampling was used.In thequalitative part, thematic analysis method was used to identify the categories and concepts, and in thequantitative part, thestructural equation modeling method was used with SmartPLS3 software to analyze therelationships between thevariables.Based on theobtained results, in thequalitative section,55concepts were identified in theform of 6main categories. Also, theresults of thequantitative section showed that the categories of agricultural knowledge have a direct effect on processing knowledge, processing knowledge on warehousing and transportation knowledge,warehousing and transportation knowledge on marketing and distribution knowledge,marketing and distribution knowledge on support and service knowledge.Also, allthe categories, except the marketing and distribution category, which wasnot approved, have a direct impact on sustainable supplychain management.Sustainable management of thesupply chain has a special place in thesupply of products to thefinal consumer.Iran's pistachio industry is also very important in providing foreign exchange and improving thecountry's trade balance.Therefore, reforming thesupply chain through theexpansion of knowledge and awareness will greatly contribute to thegreater competitiveness of this industry in theglobal market and thestability of thesupply chain.Therefore, thepresent study seeks to investigate theeffect of thelevel of knowledge and awareness of customers on improving thesustainability of thepistachio product supply chain in Iran from the experts' point of view.This research was applied interms of purpose, which was done with a mixed approach.In thequalitative stage, thestudied population included20experts of Iran's pistachio industry, who were selected through thewebsite of theIranian Pistachio Association, using thepurposeful snowball sampling method.In thequantitative stage, thestatistical population included156people from thefield of pistachio industry,130 people were determined according to Cochran'sformula and simple random sampling was used.In thequalitative part, thematic analysis method was used to identify the categories and concepts, and in thequantitative part, thestructural equation modeling method was used with SmartPLS3 software to analyze therelationships between thevariables.Based on theobtained results, in thequalitative section,55concepts were identified in theform of 6main categories. Also, theresults of thequantitative section showed that the categories of agricultural knowledge have a direct effect on processing knowledge, processing knowledge on warehousing and transportation knowledge,warehousing and transportation knowledge on marketing and distribution knowledge,marketing and distribution knowledge on support and service knowledge.Also, allthe categories, except the marketing and distribution category, which wasnot approved, have a direct impact on sustainable supplychain management.https://jead.gau.ac.ir/article_6053_218505de52c10b6ff56fe0feda8ff618.pdf