This study was a qualitative research which was done by a case study approach. The samples were chosen from rural development experts of Hamedan Province during a snowball sampling process. The data were collected by the semistructured interviews. The data collection was done by faceto- face interviews, after the interview questions guide was determined. The theoretical saturation was attained by interviewing 25 respondents and at this point the interview process was laid off. The qualitative analysis of interviews was done by a content analysis method. The results showed that in order to develop and promote the rural women enterprises not only financial, domestic, managerial, educational and cultural supports are needed but some approaches like culturalization and educational programs are vital too.
Tendency to Pay For, Organic Products, Green Chicken, Consumers