Research On Driving Mechanism And Policy Incentive Of Green Production Behavior Of Vegetable Farmers

Since the 18 th National Congress of the Communist Party of China,the No.1 document issued by the Central Committee will focus on the green development of agriculture every year.With the rapid development of China’s social economy,farmers use a large number of agricultural chemicals,unreasonable recycling of solid waste and other non-standard farmers’ production behavior occur from time to time,which has a great impact on the sustainable development of agriculture in China.As a rational person in economic society,farmers’ production behavior is not only affected by themselves,but also affected by multiple external factors.Based on Farmers’ behavior theory,planned behavior theory and sustainable development theory,this study determines eight key factors driving farmers’ green production behavior through qualitative analysis method.Taking Shouguang vegetable farmers as an example,using structural equation model,this paper constructs the driving mechanism model of farmers’ green production behavior,and tests it according to the survey data,so as to provide theoretical reference for formulating government policies.The main conclusions of this paper are as follows: 1 The main driving factors of farmers’ green production behavior are cognitive factors,government factors,market factors,production organization factors,attitudes,subjective norms,perceived behavior control and farmers’ green production will.2.There is a gap in the impact of cognitive factors,government factors,market factors and production organization factors on Farmers’ green production behavior.3.Cognitive factors,government factors and market factors have significant positive effects on Farmers’ green production behavior,but the influence paths are different,and the influence of production organization factors on Farmers’ green production is not significant.4.There is a deviation of "strong will and weak behavior" between farmers’ green production will and behavior.High policy satisfaction can effectively adjust the deviation of will and behavior.The innovations of this paper are mainly reflected in the following aspects: Based on the qualitative analysis method of grounded theory,this paper constructs the theoretical framework of the driving mechanism of farmers’ green production behavior,which provides a new perspective for the study of the influencing factors of farmers’ green production behavior;Expand the application of planned behavior theory from the aspects of cognitive factors,government factors,market factors and production organization factors.