Gorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-097211420241121Formulating an Entrepreneurial Development Model for Female Heads of Household in MashhadFormulating an Entrepreneurial Development Model for Female Heads of Household in Mashhad124711210.22069/jead.2024.22753.1850FAVahidehNikonam TousiDepartment of Women and Family, University of Religions and Religions, Qom, Iran.Seyed RasoulHosseiniEducational Management Department, Farhangian University, Tehran, Iran.BehrouzHadadiDepartment of Abrahamic Religions, University of Religions and Religions, Qom, Iran.MansourehZareanMansoureh Zarean, Department of Social Sciences and population Studies, Women's Research Center, Alzahra University, Tehran, IranJournal Article20240825Despite the increasing attention to women's entrepreneurship, there has been limited success in the development of entrepreneurial opportunities for this group. This study aims to identify and analyze the factors influencing the entrepreneurial development of female heads of household in Mashhad. The research is applied in nature, with the statistical population comprising academic and organizational experts in the field of urban and rural women's entrepreneurship. A total of 20 participants were purposefully selected. Interviews continued until theoretical saturation was achieved. Data analysis was performed using a grounded theory approach, consisting of three stages: open coding, axial coding, and selective coding. Results were analyzed with MAXQDA2020 software and presented in the form of a paradigmatic model. Based on the findings, 228 categories derived from the interviews were coded, and after a final review during the axial coding phase, 85 final codes were established. The average frequency of items in the interviews was approximately 11 categories (54%) over a duration of 65.02 minutes. The results indicated that five factors significantly influence the development of entrepreneurship among female heads of household in Mashhad: supportive legislation for women’s entrepreneurship, provision of specific facilities, access to essential resources and infrastructure, family support, and social values and norms regarding women. Accordingly, key recommendations for improving the entrepreneurial development of female heads of household include conducting training and empowerment courses accompanied by counseling, establishing community-based financial support funds, reforming supportive legal and institutional structures, facilitating the production of strategic products, and their subsequent market supply.Despite the increasing attention to women's entrepreneurship, there has been limited success in the development of entrepreneurial opportunities for this group. This study aims to identify and analyze the factors influencing the entrepreneurial development of female heads of household in Mashhad. The research is applied in nature, with the statistical population comprising academic and organizational experts in the field of urban and rural women's entrepreneurship. A total of 20 participants were purposefully selected. Interviews continued until theoretical saturation was achieved. Data analysis was performed using a grounded theory approach, consisting of three stages: open coding, axial coding, and selective coding. Results were analyzed with MAXQDA2020 software and presented in the form of a paradigmatic model. Based on the findings, 228 categories derived from the interviews were coded, and after a final review during the axial coding phase, 85 final codes were established. The average frequency of items in the interviews was approximately 11 categories (54%) over a duration of 65.02 minutes. The results indicated that five factors significantly influence the development of entrepreneurship among female heads of household in Mashhad: supportive legislation for women’s entrepreneurship, provision of specific facilities, access to essential resources and infrastructure, family support, and social values and norms regarding women. Accordingly, key recommendations for improving the entrepreneurial development of female heads of household include conducting training and empowerment courses accompanied by counseling, establishing community-based financial support funds, reforming supportive legal and institutional structures, facilitating the production of strategic products, and their subsequent market supply.https://jead.gau.ac.ir/article_7112_fb057e1f36182a82958adcfb049b2d53.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-097211420241121Providing the Price Insurance as a Tool for Agribusiness Development; Conjoint Analysis ApproachProviding the Price Insurance as a Tool for Agribusiness Development; Conjoint Analysis Approach2542690310.22069/jead.2024.22289.1816FASomayehPasandidehDepartment of Agricultural Economics, Faculty of Agricultural Engineering, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran.FoadEshghiDepartment of Agricultural Economics, Faculty of Agricultural Engineering, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran.Seyed MojtabaMojaverianDepartment of Agricultural Economics, Faculty of Agricultural Engineering, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran.MahsaTaslimiDepartment of Agricultural Economics, Faculty of Agricultural Engineering, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran.Journal Article20240317As one of the most important sectors providing long-term financial resources, the insurance industry can play a significant role in the development of the business environment due to its risk distribution role. The design of agricultural price insurance contracts is a critical issue since the Iranian agriculture sector is unable to employ ordinary insurance policies to cover price risk. Accepting price insurance, a recent option from insurance companies can help businesses mitigate price risk and foster the expansion of the insurance industry. Examining the essential elements of price insurance from the insurer's perspective is the aim of this study. Experts from insurance companies filled out 45 questionnaires for this purpose in February 2024, and the results were analyzed using the Conjoint Analysis approach. The variable of the existence of a franchise has the highest relative value, according to the results of the analysis of the relative importance of features. The combination (existence of a moral hazard, the existence of a franchise, the absence of the ability to estimate insurance premiums, and the existence of price update ability) is the first popular card, per the results of the utility analysis of each card. The last popular card from the respondents’ view was the combination (existence of moral hazard, absence of franchise, existence of ability to estimate insurance premium, and absence of ability to update pricing. The franchise, moral hazard, ability to estimate premium, and ability to update price are the four primary features that the respondents rate in terms of priority.As one of the most important sectors providing long-term financial resources, the insurance industry can play a significant role in the development of the business environment due to its risk distribution role. The design of agricultural price insurance contracts is a critical issue since the Iranian agriculture sector is unable to employ ordinary insurance policies to cover price risk. Accepting price insurance, a recent option from insurance companies can help businesses mitigate price risk and foster the expansion of the insurance industry. Examining the essential elements of price insurance from the insurer's perspective is the aim of this study. Experts from insurance companies filled out 45 questionnaires for this purpose in February 2024, and the results were analyzed using the Conjoint Analysis approach. The variable of the existence of a franchise has the highest relative value, according to the results of the analysis of the relative importance of features. The combination (existence of a moral hazard, the existence of a franchise, the absence of the ability to estimate insurance premiums, and the existence of price update ability) is the first popular card, per the results of the utility analysis of each card. The last popular card from the respondents’ view was the combination (existence of moral hazard, absence of franchise, existence of ability to estimate insurance premium, and absence of ability to update pricing. The franchise, moral hazard, ability to estimate premium, and ability to update price are the four primary features that the respondents rate in terms of priority.https://jead.gau.ac.ir/article_6903_ddfd7fa81c64d8e3b35cff54cf7e7d39.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-097211420241121Identifying beliefs that influence the idea Generation process of novice entrepreneurs.Identifying beliefs that influence the idea Generation process of novice entrepreneurs.4360697110.22069/jead.2024.22384.1823FATahminehEhsanifarDepartment of Entrepreneurship Development, Faculty of Entrepreneurship, University of Tehran, Tehran, IranGhanbarMohammdi ElyasiDepartment of Entrepreneurship Development, Faculty of Entrepreneurship, University of Tehran, Tehran, IranElahehHejazi,Department of Educational Psychology, Faculty of Psychology, University of Tehran, Tehran, Iran, EhsanChitsazDepartment of Entrepreneurship Development, Faculty of Entrepreneurship, University of Tehran, Tehran, IranJournal Article20240427beliefs related to entrepreneurial ideation play a fundamental role in individuals' motivation process, filtering new ideas, and determining their life paths; therefor, this research aims to identify the beliefs which have an effect on the novice entrepreneurs’ ideation process using a qualitative approach with a case study method. The data was collected through interviews and then analyzed with content analysis method, using a three-step coding process. The study population consisted of novice entrepreneurs in Tehran, within which 16 individuals were selected through purposive sampling. Those 16 individuals went through in-depth and semi-structural interviews until theoretical saturation was reached. Analyzing the interviews resulted in the identification of 69 concepts categorized into 14 themes based on semantic proximity. The research demonstrates the beliefs and mental obstacles faced by the studied entrepreneurs from the beginning of the ideation process to its execution. The findings indicate that in the step of ideation emergence beliefs, such as creativity, perfectionism, and future orientation hinder the ideation process. In the prerequisite ideation execution step, optimism, future thinking, affiliation, self worthing, ambiguity tolerance, identity, self-confidence, and success orientation hinder the entrepreneurial ideation. In the third step which is the execution of the idea; future orientation, hope, self-efficacy, and agency create a mental barrier. Overall, categorizing belief limitations based on entrepreneurial idea generation steps could have a significant effect on improving these limitations. Comparing these beliefs with studies conducted in the past and fundamental theory, the core beliefs which should change in the idea generation process have been determinedbeliefs related to entrepreneurial ideation play a fundamental role in individuals' motivation process, filtering new ideas, and determining their life paths; therefor, this research aims to identify the beliefs which have an effect on the novice entrepreneurs’ ideation process using a qualitative approach with a case study method. The data was collected through interviews and then analyzed with content analysis method, using a three-step coding process. The study population consisted of novice entrepreneurs in Tehran, within which 16 individuals were selected through purposive sampling. Those 16 individuals went through in-depth and semi-structural interviews until theoretical saturation was reached. Analyzing the interviews resulted in the identification of 69 concepts categorized into 14 themes based on semantic proximity. The research demonstrates the beliefs and mental obstacles faced by the studied entrepreneurs from the beginning of the ideation process to its execution. The findings indicate that in the step of ideation emergence beliefs, such as creativity, perfectionism, and future orientation hinder the ideation process. In the prerequisite ideation execution step, optimism, future thinking, affiliation, self worthing, ambiguity tolerance, identity, self-confidence, and success orientation hinder the entrepreneurial ideation. In the third step which is the execution of the idea; future orientation, hope, self-efficacy, and agency create a mental barrier. Overall, categorizing belief limitations based on entrepreneurial idea generation steps could have a significant effect on improving these limitations. Comparing these beliefs with studies conducted in the past and fundamental theory, the core beliefs which should change in the idea generation process have been determinedhttps://jead.gau.ac.ir/article_6971_a03ad1fb9d452f8f001a0b4dc5241cfc.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-097211420241121Designing a Model of Factors Affecting the Success of Branding for Manufactured Products in Kermanshah ProvinceDesigning a Model of Factors Affecting the Success of Branding for Manufactured Products in Kermanshah Province6184690410.22069/jead.2024.22460.1829FASabaAmiriRazi UniversityJournal Article20240519Branding is a set of measures to create a popular and lasting mentality of products in the mind of the consumers. Therefore, the aim of the current research was to design a model of factors affecting the success of branding for manufactured produced in Kermanshah province, which was carried out using the grounded theory research method. Strauss and Corbin's approach was used for data coding. Data collection was done through semi-structured interviews with the help of judgmental and snowball sampling methods, with 31 industrial company managers, university professors, government officials and private sector experts in Kermanshah province. Intreviews continued until theoretical data saturation was achieved. Three methods of triangulation, asking questions in several ways and using expert and diverse interviewers were used to verify the validity of the interviews, and to know the reliability, the recoding method and "intra-topic agreement percentage" were used, which was calculated as 90.73%. In the research model, 2918 open codes, 301 concepts and 60 subcategories were identified. The results showed that the success model of the branding of manufactured products in Kermanshah province is affected by various factors that can be classified into causal, intervening, and contextual conditions, and by implementing the proposed strategies, various consequences can be planned for it. At the end, suggestions were presented separately for each area to improve the branding situation in Kermanshah province, including the formation of an organization in charge of branding in the country to provide financial and nonfinancial support to eligible businesses.Branding is a set of measures to create a popular and lasting mentality of products in the mind of the consumers. Therefore, the aim of the current research was to design a model of factors affecting the success of branding for manufactured produced in Kermanshah province, which was carried out using the grounded theory research method. Strauss and Corbin's approach was used for data coding. Data collection was done through semi-structured interviews with the help of judgmental and snowball sampling methods, with 31 industrial company managers, university professors, government officials and private sector experts in Kermanshah province. Intreviews continued until theoretical data saturation was achieved. Three methods of triangulation, asking questions in several ways and using expert and diverse interviewers were used to verify the validity of the interviews, and to know the reliability, the recoding method and "intra-topic agreement percentage" were used, which was calculated as 90.73%. In the research model, 2918 open codes, 301 concepts and 60 subcategories were identified. The results showed that the success model of the branding of manufactured products in Kermanshah province is affected by various factors that can be classified into causal, intervening, and contextual conditions, and by implementing the proposed strategies, various consequences can be planned for it. At the end, suggestions were presented separately for each area to improve the branding situation in Kermanshah province, including the formation of an organization in charge of branding in the country to provide financial and nonfinancial support to eligible businesses.https://jead.gau.ac.ir/article_6904_47109a39bbb41033c0c79e7905493d17.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-097211420241121Solutions of Enhancing Waste Management in the Apple Supply Chain from the orchardist’s perspective A Study in Tehran ProvinceSolutions of Enhancing Waste Management in the Apple Supply Chain from the orchardist’s perspective A Study in Tehran Province85104697410.22069/jead.2024.22602.1838FANargesMirzaie GorjiPh.D. Graduate,, Department of Agricultural Management and Development,, Faculty of Agriculture, University of Tehran,, Karaj,, IranHosseinShabanali FamiDepartment of Agricultural Management and Development,, Faculty of Agriculture,, University of Tehran, Karaj, IranAliAsadiDepartment of Agricultural Management and Development,, Faculty of Agriculture, University of Tehran, Karaj, IranAliakbarBaratiDepartment of Agricultural Management and Development, Faculty of Agriculture, University of Tehran, ,Karaj, IranMohammad AliAsgari SarcheshmehDepartment of Horticultural Sciences and Landscape Architecture, Faculty of Agriculture, University of Tehran, Karaj, Iran,Journal Article20240705Apples are among the products facing the challenge of high wastage levels from production to preparation for market distribution. The present study aimed to identify solutions to improve waste management in the apple supply chain in Tehran province from the perspective of farmers. The study population consisted of apple producers in Tehran province (N=9310), and the sample size of 188 was determined using Cochran's formula. Cluster sampling was employed for sample selection. Data were collected using a researcher-developed questionnaire, which was validated and confirmed for reliability using expert opinions and Cronbach's alpha coefficient. Data analysis was conducted using exploratory factor analysis. According to the results, annually, 22% of apple production is converted to waste in the production sector. According to farmers' perspectives, strengthening producers' marketing infrastructures and skills, enhancing production and maintenance infrastructures, improving access to suitable financial resources and credit, enhancing knowledge and awareness among stakeholders, and organizing the apple marketing system are among the most important strategies for apple waste management in the supply chain as perceived by farmers.Apples are among the products facing the challenge of high wastage levels from production to preparation for market distribution. The present study aimed to identify solutions to improve waste management in the apple supply chain in Tehran province from the perspective of farmers. The study population consisted of apple producers in Tehran province (N=9310), and the sample size of 188 was determined using Cochran's formula. Cluster sampling was employed for sample selection. Data were collected using a researcher-developed questionnaire, which was validated and confirmed for reliability using expert opinions and Cronbach's alpha coefficient. Data analysis was conducted using exploratory factor analysis. According to the results, annually, 22% of apple production is converted to waste in the production sector. According to farmers' perspectives, strengthening producers' marketing infrastructures and skills, enhancing production and maintenance infrastructures, improving access to suitable financial resources and credit, enhancing knowledge and awareness among stakeholders, and organizing the apple marketing system are among the most important strategies for apple waste management in the supply chain as perceived by farmers.https://jead.gau.ac.ir/article_6974_6f0069b265be06ee67da3359e320a36c.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-097211420241121Factors Influencing the Development of Entrepreneurial Opportunities in Tourism: A Study of Equestrian CentersFactors Influencing the Development of Entrepreneurial Opportunities in Tourism: A Study of Equestrian Centers105124711310.22069/jead.2024.22820.1855FAElaheGhinaghiDepartment of Physical Education, Gorgan Branch, Islamic Azad University, Gorgan, Iran.ZynalabedinFallahDepartment of Physical Education, Gorgan Branch, Islamic Azad University, Gorgan, Iran.TaherBahlakeDepartment of Physical Education, Gorgan Branch, Islamic Azad University, Gorgan, Iran.AsraAskariDepartment of Physical Education, Gorgan Branch, Islamic Azad University, Gorgan, Iran.Journal Article20240925Today, the tourism industry plays a critical role in the economies of countries by diversifying income sources. The economic potential and employment generation of sports tourism, particularly in the context of equestrian centers and horse racing, creates an inclination towards fostering entrepreneurship in Iran. This study aims to investigate the factors affecting the development of entrepreneurial opportunities within equestrian and horse racing complexes in the country. The research is descriptive-survey in nature and employs a mixed-methods approach. The statistical population comprises managers, trainers, and jockeys, from which 260 individuals were selected as a sample through stratified random sampling. A questionnaire served as the primary measurement tool, with its content validity confirmed by expert opinions. Additionally, the values obtained from the Average Variance Extracted (AVE) and Composite Reliability (CR) indicate appropriate convergent validity and reliability of the questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM) and Partial Least Squares (PLS) through Smart PLS3 software. The results revealed that the macro environment has a significant positive impact on the development of entrepreneurial opportunities in equestrian centers and horse racing. Moreover, the path coefficients and corresponding t-values indicate a positive and significant effect of the micro environment on the development of entrepreneurial opportunities in equestrian complexes in the target provinces. The formulation of a comprehensive equestrian tourism plan, focusing on the entry of the private sector with inter-agency coordination, plays a crucial role in the development of entrepreneurial opportunities within equestrian centers.Today, the tourism industry plays a critical role in the economies of countries by diversifying income sources. The economic potential and employment generation of sports tourism, particularly in the context of equestrian centers and horse racing, creates an inclination towards fostering entrepreneurship in Iran. This study aims to investigate the factors affecting the development of entrepreneurial opportunities within equestrian and horse racing complexes in the country. The research is descriptive-survey in nature and employs a mixed-methods approach. The statistical population comprises managers, trainers, and jockeys, from which 260 individuals were selected as a sample through stratified random sampling. A questionnaire served as the primary measurement tool, with its content validity confirmed by expert opinions. Additionally, the values obtained from the Average Variance Extracted (AVE) and Composite Reliability (CR) indicate appropriate convergent validity and reliability of the questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM) and Partial Least Squares (PLS) through Smart PLS3 software. The results revealed that the macro environment has a significant positive impact on the development of entrepreneurial opportunities in equestrian centers and horse racing. Moreover, the path coefficients and corresponding t-values indicate a positive and significant effect of the micro environment on the development of entrepreneurial opportunities in equestrian complexes in the target provinces. The formulation of a comprehensive equestrian tourism plan, focusing on the entry of the private sector with inter-agency coordination, plays a crucial role in the development of entrepreneurial opportunities within equestrian centers.https://jead.gau.ac.ir/article_7113_0d6762747fdb8ca7cf53d3a9d70b200f.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-097211420241121Incentives affecting the economic resilience of rural women's entrepreneurship: presenting a model for determining strategiesIncentives affecting the economic resilience of rural women's entrepreneurship: presenting a model for determining strategies125150697610.22069/jead.2024.22709.1846FAHosseinHossein ZargariPhD student, Department of Entrepreneurship, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, IranMajidNasiriManagement Department, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, IranBehzadShahrabiDepartment of Entrepreneurship, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.Journal Article20240813The presence of various challenges and inconsistencies in rural women's businesses has heightened the necessity for entrepreneurial resilience. The resilience of women in business is a key factor in fostering sustainable rural economic growth. This resilience level is dependent on various factors that, when identified, can facilitate the pathway to the development of rural communities. Accordingly, this research aims to identify and analyze the factors influencing the economic resilience of rural women's entrepreneurship using a grounded theory approach. The statistical population consisted of theoretical (academic) and experiential (business owners) experts in the field of rural entrepreneurship, with 14 individuals purposefully selected based on their knowledge and experience. Semi-structured interviews served as the primary data collection tool. After synthesizing the interviews, the software MAXQDA12 was utilized for coding and analyzing the concepts presented. The results yielded 145 concepts coded into 323 categories; after merging overlapping categories and eliminating unrelated ones, 69 final codes were established, representing 20.12% of the total extracted concepts. The findings indicate that education and skills, local community support, as well as policymaking and planning, are the most influential factors on the level of resilience in rural women's entrepreneurship. According to the derived paradigmatic model, market access, modeling, government support, and the positioning of home-based businesses play a decisive role as key strategies in establishing and developing rural women's enterprises.The presence of various challenges and inconsistencies in rural women's businesses has heightened the necessity for entrepreneurial resilience. The resilience of women in business is a key factor in fostering sustainable rural economic growth. This resilience level is dependent on various factors that, when identified, can facilitate the pathway to the development of rural communities. Accordingly, this research aims to identify and analyze the factors influencing the economic resilience of rural women's entrepreneurship using a grounded theory approach. The statistical population consisted of theoretical (academic) and experiential (business owners) experts in the field of rural entrepreneurship, with 14 individuals purposefully selected based on their knowledge and experience. Semi-structured interviews served as the primary data collection tool. After synthesizing the interviews, the software MAXQDA12 was utilized for coding and analyzing the concepts presented. The results yielded 145 concepts coded into 323 categories; after merging overlapping categories and eliminating unrelated ones, 69 final codes were established, representing 20.12% of the total extracted concepts. The findings indicate that education and skills, local community support, as well as policymaking and planning, are the most influential factors on the level of resilience in rural women's entrepreneurship. According to the derived paradigmatic model, market access, modeling, government support, and the positioning of home-based businesses play a decisive role as key strategies in establishing and developing rural women's enterprises.https://jead.gau.ac.ir/article_6976_1d6136e22c9372d0be7c55063b84d3a8.pdfGorgan University of Agricultural Sciences and Natural ResourcesJournal of Studies in Entrepreneurship and Sustainable Agricultural Development2821-097211420241121The application of Rogers innovation acceptance process theory in accepting saffron in Kermanshah province and determining the position of saffron farmersThe application of Rogers innovation acceptance process theory in accepting saffron in Kermanshah province and determining the position of saffron farmers151172697210.22069/jead.2024.21855.1770FAAfrouzSabounchiDepartment of Agricultural Extension & Education, Razi University, Kermanshah, Iran.KiumarsZarafshaniDepartment of Agricultural Extension & Education, Campus of agriculture, Razi University, Kermanshah, Iran.FarahnazRostamiDepartment of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran.Journal Article20240501Sustainable nutrition of the growing world population is considered as one of the significant challenges facing the world today. Therefore, the environmental-management solution, and the replacement of cultivation is presented as a strong means for increasing productivity, sustainability, and reducing the effects of climate change. The purpose of this study is first to investigate the acceptance rate of saffron in Kermanshah province by calculating the acceptance index and then determining the position of saffron farmers in the province, during the innovation decision process. The research method in the quantitative approach was descriptive-survey and analytical for the qualitative section. In the quantitative section, 120 farmers were selected in total, and in the qualitative section, 10 farmers were selected by targeted sampling. The data was collected using a researcher-made questionnaire (based on Rogers' superior innovation decision-making model) and in-depth interviews. To analyze the data, descriptive statistics and content analysis were used in the quantitative and qualitative sections respectively. The results showed that the acceptance rate of saffron in Kermanshah province was 0.33% and the saffron farmers in the target area, while having the knowledge and understanding of saffron work, confirmed the feature of being visible among the features of innovation, with the highest percentage. Furthermore, based on following the other saffron farmers, and with the justification from the experts, they accepted saffron, and finally, they were convinced to continue the cultivation of saffron while accepting it.Sustainable nutrition of the growing world population is considered as one of the significant challenges facing the world today. Therefore, the environmental-management solution, and the replacement of cultivation is presented as a strong means for increasing productivity, sustainability, and reducing the effects of climate change. The purpose of this study is first to investigate the acceptance rate of saffron in Kermanshah province by calculating the acceptance index and then determining the position of saffron farmers in the province, during the innovation decision process. The research method in the quantitative approach was descriptive-survey and analytical for the qualitative section. In the quantitative section, 120 farmers were selected in total, and in the qualitative section, 10 farmers were selected by targeted sampling. The data was collected using a researcher-made questionnaire (based on Rogers' superior innovation decision-making model) and in-depth interviews. To analyze the data, descriptive statistics and content analysis were used in the quantitative and qualitative sections respectively. The results showed that the acceptance rate of saffron in Kermanshah province was 0.33% and the saffron farmers in the target area, while having the knowledge and understanding of saffron work, confirmed the feature of being visible among the features of innovation, with the highest percentage. Furthermore, based on following the other saffron farmers, and with the justification from the experts, they accepted saffron, and finally, they were convinced to continue the cultivation of saffron while accepting it.https://jead.gau.ac.ir/article_6972_065152c4f99d2dba0a1667783d1f8a84.pdf