A Study of Sociocultural Factors Affecting the Adoption of Agricultural Extension in Neyriz City

Agricultural extension is the important part of agricultural knowledge Information system. This research investigated the role of sociocultural factors that influence the acceptance of agricultural extension among farmers in Neyriz city. Neyriz Township is located in the southwest of Fars province. Because of the importance of the agricultural section in the occupational structure and the economy of Neyriz area, it is essential that this issue be further investigated, hence, some related social factors were selected to be included in this study.The method of this research was survey and the tool of gathering information was questionnaire. The statistical population of the research included of 9821 farmers in the Neyriz. The sample group of 370 persons has been chosen through the stratified sampling method, with the probable desired precision of %5 and the confidence level of %95. The dependent variable of this research was "tendency toward agricultural extension", and selected independent variables included, fatalism, social status, belief in innovation, the rate of using mass media and social partnership. The results showed that all independent variables were significantly related to "tendency toward agricultural extension".Result of analysis multi regression show that independent variables such fatalism, social status, belief in innovation, the rate of using mass media and social partnership have significant relations with dependent variable and by them 45 percentage of total variance are examined.