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Abstract

This survey was done with the goal of determining effective factors on greenhouse managers’ attitudes towards producing healthy products in Iran. The research was applied its data by utilized a statistical population of a census of 150 greenhouse producers of vegetables and strawberries. The research instrument was a questionnaire whose validity was confirmed by the faculty members and its reliability was confirmed by using Cronbach's alpha. By using ISDM, greenhouse managers’ attitude toward producing healthy products with frequency of 50.7 % was positive. By SPSS, Correlation results showed a positive and significant relationship between age and the use of an extension expert with the production of healthy product. The result of multiple regressions showed age with coefficient of Beta 0.199 and the use of extension expert with coefficient of Beta 0.169 have a positive and significant effect greenhouse managers' attitude towards healthy products. The results of the exploratory factor analysis with the KMO value of 0.721 revealed four factors: Economic, Environmental, Health and Awareness that the economic factor with the highest specific value of 3.486 was the most important factor influencing the greenhouse managers’ attitude towards the producing healthy products.

Keywords: Manager, Attitude, Greenhouse, Healthy, Products, IPM