Research On The Influence Of Quality Cognition And Organizational Support On Small Farmers' Quality Control Behavior

High quality agricultural development needs to be based on small farmers' change in the quality cognition.However,mainstream economic theory is premised on the assumption of small farmers homogeneity and ignores the fact that small farmers differ in their cognition and behavior,making mainstream economics deficient in revealing the heterogeneity of small farmers' behavior and the logic of its formation.Small farmers' behavior is the result of a combination of endogenous and exogenous factors,and the decentralization of the subject and strengthen the breeding space of opportunistic behavior of small farmers,making it imperative to explore new ways of thinking and initiatives to restructure the governance of small farmers behavior.In the context of China's family-based agricultural production,small farmers quality control behavior has an important impact on the quality and safety of agricultural products.An attempt to explain the underlying logic of small farmers quality control behavior and its sources of heterogeneity is a key issue in promoting the organic linkage between small farmers and modern agricultural development,and in promoting high-quality agricultural development.By scientifically defining the core concepts of small farmers,quality cognition and organizational support,and supported by theories such as organizational support theory,theory of planned behavior and "lemon" market theory,this paper explores the conceptualization model of small farmers quality control behavior,builds a theoretical analysis framework of small farmer quality control behavior based on both quality cognition and organizational support,and then analyzes the influence of quality cognition on small farmer quality control behavior in four aspects: weakening opportunistic behavior,enhancing market trust,improving social responsibility and strengthening the effectiveness of household endowment.The mechanism of organization support on small farmers' quality control behavior is explained in detail in three dimensions: strengthening quality cognition,increasing willingness to control and reducing the probability of deviation between willingness and behavior,and the intrinsic relationship between quality cognition and organizational support is discussed in extension.Using the theoretical derivation as a logical starting point and vein continuation,the theoretical hypotheses were tested empirically using multiple linear regression models,logit models and other various econometric methods based on 419 microscopic research data from three counties(Weiyuan County,Longxi County and Min County)in Dingxi City,Gansu Province.This study found that(1)quality cognition and organizational support have a positive influence on small farmer quality control behavior and its dimensions,with quality cognition having a higher degree of influence than organizational support,and that quality cognition play a mediating role in organizational support influencing small farmer quality control behavior and its dimensions,and the findings still hold after robustness testing.(2)There are group differences and intergenerational differences in the effects of quality cognition and organization support on small farmers' quality control behavior.(3)Quality cognition and organization support have a positive effect on the overall and dimensional effects of quality control in small farmers,with a positive marginal effect on measures of quality control effectiveness In view of this,the article proposes countermeasures in four areas: building a social governance system for agricultural quality and safety,strengthening small farmers behavior autonomy,promoting high-quality development of cooperatives and establishing a linkage of interests between cooperatives and small farmers.This paper reveals the sources of heterogeneity in the behavior of small farmers from a cognition perspective of behavior capacity,bridging the theoretical gap in mainstream economic' assumption of homogeneity among small farmers.By constructing a conceptual model of small farmer quality control behavior,an attempt has been made to deconstruct the internal logic of small farmer quality control behavior based on both quality cognition and organizational support,and to formulate research conclusions and countermeasure suggestions with reference value.This study is an adaptive exploration and innovative practice of behavior governance of small farmers,providing a new analytical perspective and direction for further research,leaving room for marginal contributions.To this end,subsequent research should follow the principle of dynamism,place the multidimensional factors influencing small farmer behavior in an overall analytical framework as far as possible,extend the sources of heterogeneity in small farmer behavior,and develop adaptive adjustment and dynamic governance mechanisms for small farmer behavior.