| This research is based on the policy background of deepening the reform of agricultural supply side,emphasizing on improving the quality and efficiency of agricultural production,speeding up the transformation of agricultural production mode,and vigorously developing green agriculture;and on the market situation of growing consumer demand for green agricultural products and broad market prospects for green agricultural products,the main purpose of which is to conduct a micro-empirical study.Analysis of melon industry transformation and development,the existing literature on the production behavior of high-efficiency horticultural crop farmers is less,mostly focused on the research of grain farmers.This paper takes melon farmers in the main producing area of melon as the object,using the survey data of micro-farmers,using empirical analysis methods such as econometrics and normative points.By the method of analysis and combination,the characteristics and influencing factors of farmers' production and operation behavior in different management scales,different regions and different planting modes were studied in depth.Specifically,the key links in the production process of farmers as the specific content of the study,in order to guide farmers to improve the efficiency of efficient horticultural crop farmers,and promote the transformation of efficient horticultural crop farmers to green production mode.The main research contents and important conclusions are as follows:First,the paper empirically analyzes farmers' willingness to cultivate horticultural crops and its influencing factors.The results showed that the willingness of peasant households to cultivate melon was mainly affected by the age of the head of household,the number of household labor,the income of growing melon,agricultural brand,and the awareness of planting risk.Among them,the number of labor force,the profitability of melon,agricultural brand and other factors have a significant positive impact on the willingness to grow melon,while the planting scale and risk perception have a significant negative impact on the willingness to grow melon.This shows that the branding and professional development of the region will play a positive role in promoting the melon industry.In the predominant producing areas of melon,simply depending on expanding the production scale of melon can no longer meet the needs of industrial development.The formation of characteristic,differentiated and quality agricultural products is the necessary condition for the formation of predominant industries,and requires advanced production technology support.Secondly,the paper empirically analyzed the technology demand of horticultural crop farmers,and analyzed the influencing factors of the environment-friendly technology choice behavior of melon farmers.The results showed that:(1)the technology demand of farmers in different regions was heterogeneous.(2)the ultimate goal of farmers' technology adoption is to increase production profits.(3)In order to achieve green development of melon industry,it is necessary to improve farmers' cultural level,organize relevant environment-friendly technology training,increase access to environment-friendly technology,and the government should play a propaganda and guidance role,and give subsidies when necessary.Third,we empirically analyze the technical efficiency of horticultural crop farmers and its influencing factors.The results showed that:(1)From the point of view of the whole sample,the muskmelon industry had the possibility of excessive input of chemical fertilizer,pesticide and machinery.(2)Different management scales and farmers' production technical efficiency showed "inverted U-shaped" effect(3)Cultivation mode,degree of organization,training,policy environment,agricultural brand have a positive impact on the production efficiency and production stability of melon farmers.(4)There are significant regional differences in the technical efficiency of household production.Fourth,we empirically analyze the risk perception and avoidance behavior of horticultural crop farmers.The results showed that:(1)In terms of risk perception,natural risk and market risk were the main risk sources of Muskmelon farmers.The higher the degree of specialization,the higher the degree of agglomeration,the higher the scientific and technological level of cultivation methods,the lower the risk of market price fluctuation faced by farmers;the more developed the trading market,the more access to information,the less the market moral hazard faced by the region(2)Risk attitude: muskmelon farmers generally risk-neutral and risk-averse farmers.(3)Risk aversion: Muskmelon farmers tend to adopt diversified cultivation,order agriculture,joining professional cooperative organizations to avoid risks.There is a strong demand for formal risk aversion mechanisms,but the role of formal mechanisms to help farmers avoid risks is weak.Based on the above conclusions,the following policy recommendations are put forward: pay attention to the improvement of farmers' quality,speed up the cultivation of new business entities,promote the development of green technology in melon industry,vigorously develop the green brand strategy of melon,and improve the agricultural insurance system.The contributions and innovations of this paper may be as follows:(1)Based on the micro-field survey data,melon producers were selected as the specific research objects,which made up for the limitations of previous studies on farmers' behavior,which mainly focused on grain crops such as rice,corn and perennial crops such as apples and citrus,and enriched farmers' behavior.The difference of research has certain significance to supplement and deepen peasant household behavior theory.(2)From different scales,different regions,different planting patterns for comparative analysis,multi-perspective and multi-level analysis,the analysis of the characteristics and laws of farmers' production behavior is more profound and rich,the policy recommendations may be more targeted and adaptable. |
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