درخت حوزه‌های تخصصی

Purpose - Value chain development is an approach to rural economic development, which promotes the development of businesses and farmers' access to the market, reduces poverty, increases income and sustains food security in rural areas. Design/Methodology/Approach - This study is mixed qualitative-quantitative research, and applied research and in terms of purpose. A non-probability sampling method was used in the research. The main method of collecting research data was semi-structured interviews with the selected sample. The interviews were continued until the theoretical saturation. At the end, 38 individuals participated in the interviews. Interview notes were classified and analyzed in three stages: open, central and selective coding. Ultimately, 20 respondents were selected to answer the questionnaires after reviewing the content. The data of the questionnaires were collected and combined as a direct input matrix in MICMAC Findings- Barriers to olive value chain efficiency were identified: 30 criteria, 10 subcategories and 5 main categories. The efficiency of the olive value chain in Tarom County depends on a proper marketing management, providing infrastructure, policymaking, planning and also the organizations and trade unions. These factors were the most important and influential factors that had high cohesion and influence among other factors. In contrast, variability of the purchase and sale price, taking advantage of buying the product below the price by the middlemen, pre-sale of the product by farmers, more product waste during storage, transferring the olives to processing factories in the county are the dependence criteria. Practical implications - Given that the olive value chain in Tarom County is not efficient, its efficiency depends on a proper marketing management, providing infrastructure, policymaking, planning and also the organizations and trade unions. Most of the mentioned factors are dependent on the institutional actors and agricultural managers, and indicates their important role in enhancing the productivity of the olive value chain. Originality/Value- The results of this research can be a good way to solve problems and obstacles to agricultural development in rural areas.

To gain sustainable development, balanced development with maintaining environmental values, should be think about the evolution of the biological culture of societies so that people adapt to the sustainability. The purpose of this research was to study Geography students' awareness, attitudes, and behaviors toward sustainable development at Urmia University. This study is survey research, and the statistical population is Geography students at Urmia University. Among them, 149 students were selected using random sampling method, and the required information was collected by a questionnaire. The validity of the questionnaire was confirmed based on the evaluation of experts, and its reliability was confirmed by calculating Cronbach's alpha (environmental awareness= 0.71, environmental attitude= 0.78, and environmental behavior= 0.75).The findings indicated that 25.5% of the students had a high level, 41.5% had a medium level, and 33% had a low level of awareness, and 28.2% of students had a strong, 33.5% had a moderate, and 38.3% had a weak attitude toward sustainable development. Also, 42% of students had good behavior, 32.2% had moderate, and 35.8% had poor behavior in sustainable development. The results of the correlation analysis showed that there was a significant and positive relationship between these sets: awareness and attitude, awareness and behavior, and attitude and behavior toward sustainable development. Stepwise regression analysis indicated that attitude and Grade Average predict 19% of the variation inGeography students' behavior toward sustainable development. Therefore, it can be said that environmental education and changing students' attitude toward the environment are prerequisites for achieving sustainable development.

Advertising is considered as one of the most important components of a business unit's sustainability, which plays a decisive role in promoting green product awareness. The purpose of this study was to evaluate the level of acceptance of green perception of customers based on the visual themes of green advertising on social media. This study is a developmental research in terms of purpose, because due to the lack of a basis for assessing the level of acceptance of green perception of customers based on visual themes of green advertising in previous research, based on meta-synthesis in the first step tried to identify components as analytical basis. And use propositions as reference variables. In order to explain the identified components, Intuitive Fuzzy Sets analysis (IFSs) was used to determine the most effective basis for evaluating the level of green perception of customers based on the visual themes of green advertising. In this study, the target population consisted of two parts: qualitative. In the qualitative part, with the help of 16 marketing experts at the university level, an attempt was made to identify the research components, components in the form of scoring forms. In the small section, 50 managers at different levels of knowledge-based companies participated. The results showed that the proposition of brand identity is considered as the most effective visual theme of green advertising in the companies under study, which strengthens the perception based on social convergence as a component of accepting the green perception of customers. This result shows that the content of green brand identity in the form of a comprehensive norm will form the perception of social convergence in customers, because this perception is considered as an external stimulus due to the existence of environmental values, which causes customers to realize the importance.