Study Of Farmers Supply Of Safe Vegetables Decision-making Mechanism

The vegetable industry has developed rapidly, since China began its reform and opening-up policy, but there emerges the problem of vegetable quality, which can not be neglectable. Therefore, it is essential to enhance vegetable quality in order to guarantee the consumers' health and life, as well as promote Chinese vegetable's international competitiveness. Being an important body of supplying vegetable, farmers play crucial role in guaranteeing the vegetable quality. Domestic researches about farmers' behavior have paid much attention to the influencing factors, while studies on farmers' decision-making mechanism are insufficient and confined. Therefore, it is quite necessary and important to analyze the farmers' behavior and disclose the internal mechanism of farmers' decision, which can not only enrich the theory academically, but also provide practical suggestions on how to guarantee the supply of safe vegetable.The dissertation constructs a theoretical model based on the relevant economics and social psychology theories. And then based on the data of 510 househoulds in Dinzhou contry of Hebei, Shouguang county of Shandong and linhai country of Zhejiang provinces, the dissertation applies both theoretical and empirical methods to analyze the influencing factors, disclose the internal mechanism of fanners' decision-making, compare the differences between farmers' behavior and provide the explaination, Based on the above analysis, the dissertation puts forward the implications to policy-making and concludes with some suggestions on increasing safe vegetable supply and improving vegetables' quality.The dissertation consists of the following five parts:The first part is the literature review, which mainly summarizes the theories of safe foods and relevant research findings of farmers' behavior. To begin with, this part summarizes the theories about the cause of safe vegetable supply, as well as the literature of managing countermeasures. Secondly, the author studies and comments on relevant researches on farmers' behavior of supplying safe vegetable. And then points out the shortcoming of present research and at the same time puts forward the theoretical and practical significance of this study.The second part is the construction of theoretical model. Combining with the Chinese fanner's practice, based on TORA, TPB and other farmers' behavior theories for reference, this part constructs a decision-making behavior model of farmers' safe vegetable supplying. Begining with the introduction of relevent theories needed, the author states the object and thoughts of model construction, After putting forward the theoretical model, the author explains the involved variables. And the last of this part is the introduction of hypothesis of this study.The third part is the design of empirical analysis, which is based on the theoretical model and the research object. Firstly it discribes the contents of questionnaire and the process of investigating data in detail, then generalizes the empirical methods and their purposes. Lastly, it states the procedure of empirical analysis.The fourth part is the empirical analysis of decision-making, the key of this study. Based on the theoretical models constructed in the second part, this part carries out empirical studies on farmers' supplying of safe vegetable behavior. Firstly, it uses the statistic method to analyze sample's character and variables' correlation. Secondly, it applies the methods of SEM and multiple regression to analyze the internal mechanism of farmers' decision-making. Then three typical cases are selected to analyze the influencing factors, mechanism and process of farmers' decision-making.The last part is the summary of this study, as well as proposals to guarantee the safe vegetable supply.Through theoretical and empirical analysis, this dissertation finds out that farmers can not completely understand what is the safe vegetable and there is no doubt that the quality of vegetable is low. Behavioral intention, expectative profit, government's regulation and service, trade patterns, farmer's age and family's labor influence the farmers' supplying of the safe vegetable behavior directly. While farmers' object, attitude, subjective-norms and perceived-behavioral-control influence the decision-making indirectly. To sum up, farmers' decision-making of supplying safe vegetable is influenced mainly by farmers' behavior intention, household resources, economic factors, policy, regulation and other factors.Based on the theoretial and empirical analysis, This dissertation puts forward the following policy implications: promoting farmers to provide safe vegetable by market measure and other measures, building up vegetable base and carrying out contract trading, developing cooperative organization and exerting its influence on farmers, strengthening farmers' cooperating and supervising of vegetable, enhancing government's service standard and regulation powers. These countermeasures provide great possibility to guarntee the supply of safe vegetableThe main progresses that this dissertation makes are as follows: Firstly, it uses the theoretical and empirical methods to disclose the internal mechanism of farmers' decision-making, and analyze comparatively differences of farmers' behavior, which promotes and deepens the current research on influencing factors. Secondly, based on relevant research findings of fanners' behavior, it applies the theory of both economics and social psychology to construct the theoretical model, which adds new explaining variables and makes the conclusion more scientific and practical. And the third, it applies statistic method, SEM and multiple regression to analyze the internal mechanism of farmers' decision-making, which may make progress in the demestic research method.