OICC Press International Journal of Agricultural Management and Development 2159-5860 5 2 2015 06 01 Analysis of Communicative Factors Affecting in Application of Sustainable Rice Farming Practices among Paddy Farmers of Mazandaran Province 125 132 EN Laleh Salehi PhD of Agricultural Extension, Department of Agricultural Extension and Education, Faculty of Agricultural Economics and Development, College of Agriculture & Natural Resources, University of Tehran. Ahmad Rezvanfar Professor of Department of Agricultural Extension and Education, Faculty of Agricultural Economics and Development, College of Agriculture & Natural Resources, University of Tehran. Seyed Hamid Movahed Mohammadi Associate Professor of Department of Agricultural Extension and Education, Faculty of Agricultural Economics and Devel opment, College of Agriculture & Natural Resources, University of Tehran. Seyed Mahmood Hosseini Professor of Department of Agricultural Extension and Education, Faculty of Agricultural Economics and Development, College of Agriculture & Natural Resources, University of Tehran Journal Article 2015 06 01 The main purpose of this study was to analyze of communicative factors affecting in application of Sustainable Rice Farming Practices among paddy farmers of Mazandaran province. The statistical population of consisted of paddy farmers of Mazandaran province (N= 208839). According to Cochran formula, a sample of 240 farmers was selected through cluster sampling method. To collect data, a questionnaire was designed. Reliability of the questionnaire was measured by computing Cronbach’s alpha (α ≥0/7) and its validity was approved by a panel of expert. Factor analysis revealed that communicative factors affecting in application of Sustainable Rice Farming Practices were four factors including: organizational communication, modern communication, local interpersonal communication and external interpersonal communication, respectively according to their importance. These factors explained 67.92 percent of the total variance.