OICC Press Agricultural Marketing and Commercialization 2676-7570 10 1 2026 06 30 Feasibility of Solar Utilization in Vegetables Greenhouse of Pishva County 10.57647/amc.2026.100102 EN Serveh Ahmadi Department of Agricultural Extension and Education, VaP.C, Islamic Azad University, Varamin, Iran MohammadReza Soleymanpour Department of Agricultural Extension and Education, VaP.C, Islamic Azad University, Varamin, Iran Javad Badrloo Department of Agricultural Extension and Education, VaP.C, Islamic Azad University, Varamin, Iran https://orcid.org/0009-0006-6126-9312 Journal Article 2026 06 30 The utilization of solar energy as one of the clean, sustainable, and renewable resources in greenhouses can play an important role in reducing energy costs, increasing productivity, and environmental protection. Given the limitations of fossil fuels and increasing awareness of environmental impacts, the adoption of solar energy in greenhouse units is a priority. The aim of this research was to assess the feasibility of solar energy utilization in greenhouses of Pishva County. The present research was applied in nature with a descriptive-survey methodology. Data were collected through a researcher-designed questionnaire with 53 items in 7 dimensions (attitude, knowledge and awareness, environment, technical and infrastructure, policy-making, economic, cultural-social). The validity of the questionnaire was confirmed using factor analysis with a KMO index of 0.791 and a significant Bartlett’s test (sig=0.000), and its reliability was appropriately evaluated using Cronbach’s alpha coefficient of 0.806. The statistical population consisted of 1,759 greenhouse farmers, and the sample size was determined to be 386 persons using simple random sampling. Data were analyzed using SPSS version 22 software, and descriptive statistical indicators (mean, standard deviation, frequency) and inferential tests (chi-square and Kendall’s tau-b) were employed. Findings showed that respondents’ overall attitude toward solar energy was at a moderate level (mean=3.08 out of 5), while belief in the impact of solar energy on greenhouse prosperity (mean=4.34) and reducing environmental threats (mean=4.24) was positively evaluated. However, managers’ and farmers’ attitudes toward practical use of this energy were lower than expected (mean=2.45 to 2.77). Assessment of farmers’ knowledge and awareness revealed that their knowledge regarding solar technologies was low (mean=2.0 out of 5), and there was an urgent need for training and access to information sources such as virtual platforms (mean=4.2). Additionally, economic barriers (high initial and maintenance system costs), technical and infrastructural obstacles (lack of consultants and implementation standards), and cultural-social factors (lack of trust in renewable energies) were among the most important limiting factors for solar energy utilization in greenhouses. Finally, the research results demonstrate that solar energy use in Pishva County greenhouses is technically and environmentally justified; however, its successful implementation requires addressing economic barriers, increasing awareness and training of farmers, and improving institutional coordination. This research can serve as a foundation for future policymaking in sustainable agriculture and renewable energy utilization.