Understanding farmers' resistance to improved rice cultivars: insights from Northern Iran

Despite substantial public investment in rice breeding programs in Iran, the adoption of improved rice cultivars (IRCs) remains limited, particularly in Mazandaran Province, the country's largest rice-producing region. This study aimed to identify, categorize, and prioritize the principal barriers limiting farmers' adoption of IRCs. A qualitative and applied research design was employed using a three-phase framework consisting of: (i) literature review and interviews with subject-matter specialists (SMSs), (ii) evaluation by experienced and knowledgeable rice farmers (EKRFs), and (iii) prioritization using the Fuzzy Delphi Method (FDM). Initially, 49 potential barriers across nine dimensions were identified, of which 42 were validated through the FDM consensus process. The findings revealed that the most influential barriers were price imbalance in the sale of IRCs, weak stakeholder interaction and knowledge-sharing systems, poor marketability of IRCs, farmer-related psychological resistance, and inadequate institutional support packages. Key constraints included low market prices, absence of guaranteed purchasing systems, limited farmer participation in cultivar development, weak extension services, poor sensory quality of IRCs, and farmers' risk aversion toward replacing traditional cultivars. The findings further demonstrate that adoption decisions are shaped not only by agronomic performance, but also by interconnected economic, institutional, behavioral, and market-driven factors. Methodologically, the study contributes to agricultural innovation research by applying a multidimensional and uncertainty-aware prioritization framework using the FDM. Practically, the results provide evidence-based insights for policymakers, extension systems, and breeding institutions seeking to promote sustainable agricultural intensification and farmer-centered cultivar dissemination strategies.