| Recently,with the degradation of agricultural environment and safety and quality problems appearing in agricultural products,governments at different levels put more emphasis on the development of green agricultural products.Developing green agricultural products can improve agricultural environment and improve peasants' income,and also resolve the issue of safety and quality of agricultural products to ensure safely agricultural products consumption.Then what factors affect peasants' green agricultural production behaviors? Whether green agricultural products can improve peasants' income or not? On the side of consumption,what factors affect consumers' purchasing green agricultural products and their willingness to pay for green agricultural products? What is the level of willingness to pay for green agricultural products? On the context of urgent need to the development of green agricultural production due to increasing deterioration of ecological environment of agricultural production and food safety problems,the analysis and discussion regarding above questions have important theoretical meanings and practical value.Inner Mongolia Autonomous region is a typical experimental area to develop green agricultural production,and thus is selected as the case study area.On the basis of data from the field survey of production and consuming of green agricultural products,this study analyzes peasants' income effect arising from production of green agricultural products,consumers' behaviors on purchasing green agricultural products and willingness to pay,from the perspectives of production and consuming of green agricultural products.Eventually,more policies and suggestions about green agricultural development will be put forward by summing up drawbacks in the process of production and consuming of green agricultural products.The main studying contents and conclusions are as follows:(1)Study on respondents' behaviors of production on green agricultural products and its influencing factorsBased on data from the field survey of green agricultural production,cross analysis is used to investigate the relationship between various characteristics of the respondents and the production behaviors on green agricultural products.On the basis of results from cross analysis,the two-classification Logistic model is applied for identifying the main factors affecting respondents' production behaviors on green agricultural products.The findings show that respondents tend to provide green agricultural products,but their willingness vary among respondents by their different personal characteristics,different characteristics on production and management,different characteristics on perceptions about green agricultural products and other characteristics.Factors such as proportion of labour force to the whole family size in interviewed families,planting scale,interviewed peasants' years of farming,training activities participated about green agricultural products' production as well as certification and regional variables have significant influnences on whether interviewed peasants provide green agricultural products or not.However,factors like age,years of education,years of farming,whether there are leaders in interviewed families or not,total family income and perception about green agricultural products have no significant influnences on whether interviewed peasants produce green agricultural products.(2)Study on the impact of green agricultural production on rural household incomeTheoretically,the green agricultural products' “good quality” can be traded for “favorable price”,hence the production of green agricultural products can improve the income of peasants' households.To test the income effect of peasants in the production of green agricultural products,the TEM model is estimated to empirically test and measure the impact of green agricultural production on the net income per mu of peasants' planting industry.The empirical results suggest that the production of green agricultural products has the positive effect of “improving the income of peasant households”,so the theoretical analysis is consistent with the empirical conclusion.(3)Study on purchasing behaviors on green agricultural products and its influencing factorsBased on the data from field survey of green agricultural products consumption,cross analysis is used to investigate the relationship between the different characteristics of the interviewed consumers and the proportion of green vegetables' consumption to the total vegetables' consumption in the case of green vegetables with large amount of consumption.Then,the Tobit model and Ols model are used to identify the main factors affecting proportion of green vegetables' consumption to total vegetables' consumption.The result of the research shows that the majority of interviewed consumers purchase and consume green agricultural products.But their purchasing behaviors vary according to their different personal characteristics,family characteristics,purchasing motivation characteristics,characteristics of interviewed consumers' perceptions about green agricultural products,purchasing motivation opportunities characteristics and marketing characteristics.“Gender,years of education,the number of children at the age of 12 and under 12 living together with their families,total family income,purchasing motivation for environmental protection,purchasing motivation for health,cognition about green agricultural products' logos,awareness of relevant information about green agricultural products,whether interviewed consumers buy green agricultural products because store is nearby home,consumers' evaluation of the current pricing of green agricultural products and how much interviewed consumers attach importance on price factors when they purchase green agricultural products have significant influences on proportion of green vegetables' consumption to total vegetables' consumption.While others have no significant influences on proportion of green vegetables' consumption to total vegetables' consumption which are as followings: age,the number of elders above 60 years old living with the interviewed families,marital status,purchasing motivation for food safety and whether interviewed consumers buy green agricultural products because of convenience.(4)Study on consumers' willingness to pay for green agricultural products“Good quality deserves favourable price” in the market economy is an important indicator that market price mechanism plays a role in the field of quality and safety mediation of agricultural products,and is also an important mean to stimulate producers to produce safe and high-quality agricultural products.Consumers' willingness to pay for green agricultural products determines whether green agricultural products market can sustainably develop in the long term.Based on the data from field survey and in the case of mutton,this paper uses choice experiment model to identify consumers' choice preference for attributes of mutton quality and safety,and calculates their willingness to pay.The results indicate that respondents have the highest willingness to pay for the mutton with organic certification,and they are willing to pay an extra CNY18.60 for the attribute of organic certification,followed by the attribute of traceability information,CNY16.3 per 0.5 kg;Respondents are likely to pay CNY16.02 per 0.5 kg for the attribute of origin information,the their payment for the attribute of package form is the lowest,which is only CNY10.32 per 0.5 kg.It can conclude that consumers have the highest premium payment for organic certification among those four quality and safety attributes of mutton,and the premium payment accounts for 80.87% of the average price of the ordinary mutton,compared with the average price of CNY23 per 0.5 kg in the market,and this indicate that consumers are willing to pay for green agricultural products provided by the producers.Furthermore,premium payment for green agricultural products can stimulate producers to engage in producing and operating green agricultural products.There are two possible innovations: firstly,we theoretically analyze peasants' income effect on the production of green agricultural products,and empirically estimate the impact of green agricultural production on peasants' income on the basis of data from field survey,and these conclusions can help formulating and optimizing green agricultural production policies.Secondly,in this situation of the increasing consumption of mutton,the problem of mutton security is becoming increasingly important,but scholars pay less attention to it,meanwhile Inner Mongolian green mutton price system does not work well,thus the study on consumers' willingness to pay for mutton's quality and safety attributes have important influences on further exploring food quality and security market information,and on formulating a scientific and reasonable price for the safe and high quality mutton to achieve the aim of “high quality and favorable price”. |
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