The purpose of this study is to investigate problems and barriers of greenhouse growers in Isfahan Province, Iran using the qualitative paradigm. Data were collected with semi-structured interviews and direct observations. Most participants were questioned by phone interview. The response rate to phone calls was 59.2 percent. Data are analyzed by the grounded theory. Structural analysis is utilized to evaluate open-ended questions. The components of the questionnaire including the words, concepts and their correlations in terms of frequency, the number of words, vocabularies, metaphors, and idioms used in the sentences are investigated to discover the existing patterns in their statements. As a result, 849 problems are expressed by greenhouse growers. At the open coding stage, the extracted phrases are formulated in 27 terms of meaningful expressions by integrating the same items and removing repetitive cases. At the axial coding stage, 27 formulated concepts are obtained. Subsequently, the extracted phrases create eight main factors. At the selective coding stage, the greenhouse owners' basic problems are categorized into four categories: economic, infrastructure and strategic, human, and extra-organizational. The study shows that about 50 percent of greenhouse growers’ problems are caused by three factors as follows: extreme price fluctuations, brokerage interval, and high costs of fuel. Finding solutions can improve the greenhouse sector. Manuscript profile