Dr Fatemeh Ghorbani Piralidehi, Dr Somayeh Shirzadi Laskookalayeh, Mrs Fatemeh Farhadi,
Volume 0, Issue 0 (1-2026)
Abstract
Objective: Farming of native poultry at the village level will provide entrepreneurship and employment for rural women, provide needed protein, improve rural income and sustainable rural development. Despite the benefits of native poultry, the acceptance of this rural activity has not received much attention. Therefore, identifying the factors affecting of native poultry farming among villagers in Mazandaran province can provide grounds for improving the villagers' willingness to carry out this native activity.
Methods: The present study is quantitative and descriptive-survey. The statistical population is the total number of native poultry farmers in Mazandaran province, 64725 people. Multi-stage sampling method was used to select the sample. 382 native poultry farmers were randomly selected as samples. The required data were collected through a researcher-made questionnaire. The validity of the questionnaire was confirmed by asking experts and the reliability was confirmed by calculating Cronbach's alpha coefficient.
Results: Personal-professional factors and social-environmental factors explain 73% of the changes in perceived usefulness and 36% of the changes in perceived ease of use. Perceived usefulness, attitude, subjective norm, and perceived behavioral control explain a total of 74% of the changes in behavioral intention, perceived behavioral control and behavioral intention explain about 64% of the changes in native poultry farming behavior.
Conclusions: The main essence of the proposed model is behavioral intention over behavior, but perceived behavioral control is also an important variable that, along with behavioral intention, affects native poultry farming even more intensely. Increasing the risk-taking power of producers, improving the knowledge and skills of producers, raising public awareness for the consumption of native poultry, expanding the cooperative of native poultry producers, and providing low-interest and targeted bank loans are among the suggestions for the development of native poultry farming in Mazandaran province.
