Despite the importance of olives in the economy of Rudbar county, little attention has been paid in relation to the acceptance and determination of economic, social and technical factors affecting farmers' decisions to choose the right variety of olives compared to other products.

For this purpose, the present study, with the aim of filling this research gap, investigated the determinants of farmers' choice for different olive varieties in Rudbar County using the multinomial logit model. The community studied in this research is the olive gardeners in the rural areas of Rudbar county of Gilan province, which was obtained using Cochran's formula; the sample size included 187 farmers. Then the sample farmers were selected using the cluster sampling method and the required information was collected by completing the questionnaire in 1400. The results showed that important factors including olive income, elderly people, household size, farmer's experience, use of organic fertilizers, having a contract with a processing plant and the farmer's membership in the union or agricultural cooperatives are effective on the acceptance and selection of olive varieties. Accordingly, if the income of one unit increases, the probability of choosing the Yellow variety increases by about 0.08 and the Fishemi variety decreases by 2.14. Also, increasing the farmer's experience by one unit compared to the average increases the chance of choosing the Shenge, Fishemi and Yellow varieties by 0.3, 2.44 and 0.06, respectively. Household size also increases the chance of choosing the Shenge and Fishmi varieties by 1.2 and 6.92, respectively, for each unit increase from the average. In addition, the results showed that an increase of one unit in the use of organic fertilizers increases the probability of choosing Mari type olives by 0.2, which indicates the effect of organic fertilizers in the adoption of native varieties. Based on the results creating suitable conditions by providing practical and up-to-date training in the field of agriculture and new technologies and increasing access to financial facilities and equipment needed for farmers can be useful.