Study On The Influence Factors Of Behavior Of Farmers’ Pesticide Use

Since green production and consumption has become the trend of the Times, the repeated occurrence of toxic food makes the whole society pay more attention to food safety. The safety of agricultural products quality during the process of agricultural production is the premise of food safety. Our country is mainly characterized by the small-scale peasant economy so that pesticides play an important role in the process of agricultural production in the present and in the future for a long time. In reality, many farmers do not use pesticides according to the standard requirements, thus wreaking a serious havoc on the quality of agricultural products, the ecological environment as well as the human health. The studies at home and abroad on pesticide application and its influence factors have attained great achievements, but rare are the studies based on the theory of planned behavior theory with the combination of rational behavior and asymmetric information theory, to explore which factors directly affect the farmers’ behavior and which factors indirectly influence farmers’ willingness of safely applying pesticide to affect their behaviors of pesticide application. Therefore, within the framework of the planned behavior theory, combined with rational behavior theory and asymmetric information theory, the paper explores the influence factors of farmers’ behavior of pesticide application, which is of great theoretical value and practical significance. The concrete research content is listed as follows:This study is mainly based on the theory of planned behavior with the combination of the rational behavior theory and asymmetric information theory, constructing a theoretical model for the influence factors of farmers’ pesticide application, including the farmers’ behavior ability, behavior cognition, behavior norms, behavior goals as well as their intention of safely applying pesticide, with the purpose of exploring the main factors influencing farmers’ pesticide application. By dint of the survey data of vegetable growers in Hainan province and the descriptive statistics analysis and reliability and validity analysis of the sample data, the paper uses the structural equation model method to conduct an empirical inquiry of the influence mechanism about the farmers’ behavior ability, behavior cognition, behavior norms and behavior target on their intention of safely applying pesticide and behavior of pesticide application.Combined with theoretical research, the results of the empirical study are listed as follows: 1. Farmers’ behavior ability has a directly positive effect on the intention of safe pesticide use and the behavior of pesticide use. The higher farmers’ educational level is, the greater the percentage of planting population accounts for total proportion, the percentage of vegetable income accounts for total income, as well as vegetable sales ratio and more normal the access to get plant diseases and insect pests, pesticides agricultural technology information is, the more they will use pesticides safely and the safer their behavior of pesticide use are.2. Behavior cognition has a directly positive effect on the intention of safe pesticide use and the behavior of pesticide use. The greater the cognition of farmers growing vegetables on pesticide properties, relationship between pesticide use and pesticide residual, pesticide use and human health, pesticide use and ecological environment, pesticide use and quality and safety of vegetables is, the more they will use pesticides safely, the safer their behavior of pesticide use.3. Behavior norm has a positive effect on the behavior of pesticide use. The agreement of the farmer’s family, friends and colleagues on the safe pesticide use, training and guidance of the government or related organizations, supervision of relevant departments in the process of vegetable production, the strict testing before selling vegetables all have a marked effect on behavior of pesticide use.4.Farmers’ behavior goal has a directly positive effect on the intention of safe pesticide use and the behavior of pesticide use. Farmers’ improving the income of vegetables, safely pesticide use without conscience condemnation and obtaining other people’s identification are directly proportional to intention of safe pesticide use. These goals will also make their behavior of pesticide use safer and more standardized.5.Farmers’ behavior ability, behavior cognition and behavior goal have an indirect positive effect on behavior of pesticide use by the intention of safe pesticide use. Farmers’ intention of safe pesticide use has significantly positively effect on their behavior of pesticide use.In all, behavior ability, behavior cognition, behavior norm and behavior goal have effect on the intention of safe pesticide use, and intention has mediating effect in the process of the four influencing farmers’ behavior of pesticide use. It is a process of synthesizing their ability, psychological cognition, external leading norm and their own expectations. The research on influence factors of farmers’ behavior of pesticide use has a certain guiding significance in guiding farmers to use pesticide safely. Finally, according to the research conclusions, this paper gives forward suggestions on improving farmers’ behavior ability, behavior cognition, behavior norm and behavior goal of pesticide use, and thus improving the safety of pesticide use.