This study was conducted with the aim of developing a communication and information model for greenhouse farmers in Yazd city using schema theory. Performing the Q methodology together with the factor analysis, as such, the different variables were loaded over the five schematic factors which include the human philosophical nature, ideological, economic, social, and environmental-conservation beliefs. Running AMOS, of course, it was also unveiled that the philosophical, ideological, social, economic and environmental schemas influence directly on the personal communication-information sources use. Furthermore, the environmental-conservation schema affects directly, indirectly the personal communication-information sources use. More importantly, this study indicated the important role of the indigenous sources which play in constructing, evaluating and retrieving the environmental knowledge in respondents. The research predisposes a suitable context for policymakers who seek to draw up much more effective and appropriate communication and information strategies to address the specific target groups’ needs.
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Author Name: Mansour Shahvali and Bijan Abadi
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Keywords: Schema, Communication information Sources, Q-methodology