A Study of Sociocultural Factors Affecting the Adoption of Agricultural

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