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Achieving sustainable development is one of the most important agricultural resources. Therefore, the overall purpose of this study is to investigate the factors affecting farmers' desire to change the cultivation pattern to cultivation of medicinal plants. The research method is allowed as a field-library. After determining the variables through questionnaires and software SPSS. The statistical population of this study is rural producers in Targabah district in Khorasan Razavi Province in Iran. The statistical sample for this study was 204 rural households. The sample was calculated using random sampling based on Cochran formula. The results show that the farmers' desire to change the cultivation pattern to cultivation of medicinal plants has a significant positive correlation with its level of economic, social, technical and environmental awareness. Also, it has a significant and positive relationship with his understanding of the production of medicinal plants which can enhance the protection of the environment. The results of the diagnostic analysis showed that the level of economic awareness and awareness of processing plants and product packaging can affect the farmers' desire to change the cultivation pattern to cultivation of medicinal plants. [ABSTRACT FROM AUTHOR]