LUCRĂRI ŞTIINŢIFICE, SERIA I, VOL. XI (2) PERCEPTION OF PERCEIVED PROFITABILITY AND OPTING FOR FARM FORESTRY; A DEVELOPMENT INITIATIVE BY THE FARMERS PERCEPŢIA PROITABILITĂŢII ÎN FERMELE FORESTIERE – O INIŢIATIVĂ DE DEZVOLTARE REALIZATĂ DE FERMIERI MUHAMMAD ZUBAIR * , CHRIS GARFORTH ** , DIN MUHAMMAD ZAHID * , FAZUL UR RAHMAN SHAH *** In Pakistan, the pathetic forest cover and rapid degradation of the current forest cover is a serious threat to the sustainability of country’s forest resources. A survey based research administered to 128 farmers who are engaged (no engaged) in tree planting on farmlands determined perception regarding profitability of farm forestry and intention to opt for that behaviour. Logistic regression analysis of the research data disclosed that perception of long run profitability as a result of tree culture has been a vital factor in the performance of farm forestry. The findings portrayed an important preposition that enlighten extension service in target believes concerning economic incentives and also that farm forestry can be practiced with no or very little credit facilities Key words: perceived profitability, farm forestry, adoption INTRODUCTION The perception of economic gains, as a result of tree growing, is an important determinant of its adoption. Zubair & Garforth (2006) explored belief underpinning attitudes as influenced by economic and environmental considerations while growing (not growing) trees on farmlands. Persuasion * UCA, Bahauddin Zakariya University, Multan, Punjab, PAKISTAN ** School of Agrriculture, Policy & Development, The University of Reading, Reading Berks, WhiteKnights RG6 6AR, UK *** Departmental of Environmental Science, Institute of Geology, The University of Punjab, Lahore, PAKISTAN