Decades ago, agrochemicals were introduced aiming at enhancing crop yields and at protecting crops
from pests. Due to adaptation and resistance developed by pests to chemicals, every year higher amounts and
new chemical compounds are used to protect crops, causing undesired side effects and raising the costs of
food production. The main purpose of this study was to explore factors affecting agricultural organic products
(AOP) diffusion among Iranian consumers. A survey of 289 extension workers was conducted in Iran. To collect
data, a questionnaire was designed. The study found that TV & radio were the most important AOP information
delivery methods. Also results of exploratory factor analysis revealed that four factors determined about
59 percent of variations in diffusion of AOP: institutional (22.36 percent), cultural (16.28 percent), economic
(10.24 percent) and production (9.81percent).