An Analysis On Peasant Households’Organic Vegetables Production Willingness And Influencing Factors In The City Of Anshan

Vegetables are daily life consumption necessities, the safety of vegetables has close relationship with the health of the people. Facing more and more food security events, people put more emphasis on food safety. In recent years, with economic developing in high speed and the remarkable improvement of people’s living standard, the demand of organic vegetables is increasing.Meanwhile, the market share is expanding. Organic vegetables have high quality, high safety and rich nutrition. The development of organic vegetables industry is not only conducive for people healthy, but also helpful for environment protection. Now in China, the organic vegetables growth rate is lower than the world average level. The consumption group and export scale of domestic organic vegetable are both small. Besides, the consumption type is few, and the overall competitiveness of the industry is weak. Organic vegetables have high labor costs, but our country has a great deal of surplus labor force, which is one of the advantages of developing organic vegetables industry in our country. How to promote and standardize the development of organic vegetables industry is very important, which can conduce to sustainable development agriculture and environment protection.According to the research, this paper finds that there are many factors influencing on peasant households organic vegetables’production willingness, which is divided into four parts:the first part is the peasant households’characteristics, including age, gender, educational level, investment risk preference, planting years and planting area. According to the results of the model analysis, except for planting years, other five factors all have a significant effect on peasant households’production willingness. Gender, educational level and investment risk preference have a positive impact, while age and planting area have a negative effect. The second part is the peasant households’organic vegetables awareness. According to the model results, the level of awareness and attitude of profit have a significant effect on production willingness. The third part is the peasant households’ prospective factors in production process, including price, cost, planting technology, market, planting environment and labor power. The results show that price, planting technology, market and labor power all have significantly positive effect, and cost and planting environmental don’t have significant effect. The fourth part is the external environment factors, including the government support, the news media influence, consumer purchase intentions and whether or not to join the cooperatives. The news media and consumer purchase intentions pass the test, and have significant effect.According to the binary logistic model’s analysis results, this paper find important influencing factors, and then find out the relationship between them and the effect path through structural equation modeling. According to structural equation model’s analysis results, some factors exsit mesomeric effect, which means there are direct effects and indirect effects. The analysis show that peasant households’ education level and organic vegetables awareness not only have direct effects on production willingness, but also influence production willingness indirectly through prospective factors in production process.