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Nowadays, agriculture has an important role as compared to other economic sectors, in terms of assuring required food for growing population in the world. Given the role of insurance in reducing income risk and fluctuations in sustainable agricultural development, in the present paper, factors affecting the demand for the insurance of products (rice) have been studied. The main objective of the present study is to study on effective factors on crop insurance demand in west mazandaran province. This study was a descriptive-correlation research, carried out in 2012-2013 in west Mazandaran province (Ramsar and tonekabon cities). from two insured and uninsured farmer groups, a sample of 234 individuals was selected and required data were collected using random sampling method through interview and filling questionnaires. The data collected from the farmers were analysed using descriptive statistics and …