The Study On Farmers’ Willingness To Produce Safe Kiwi Fruit And Influencing Factors In Shaanxi Province

With the increased level of the national income, more people paid attention to foodsafety. However, with the rapid development of economy, the problem of food safety hasbeen taken seriously, such as sources of agricultural production were polluted, excessive farmchemicals were used in planting, contraband is widely used in food processing. Recently withthe exposure of the "dead pig","fake mutton","poisonous ginger", the problem ofagricultural food safety made people more anxious to food safety. In March2013, prime Liemphasized that "food safety can be the big thing", and the government should strengthensupervision and management and investigate fake and shoddy foods and fight for thecriminals. In order to build the food safety system from the field to the table, our countrybuild the food safety system, supervision organization and regulation to ensure the foodsafety.According to the current situation of food safety in our country, this paper studied theproduction of kiwi fruits in Zhouzhi, Shaanxi province to find the cause of problem of fruitand put forward some targeted suggestions to ensure the safety of agricultural products. Forkiwi farmers in Zhouzhi county are mainly scattered farmers, and the problem of kiwifruit ismainly due to the excessive use of fertilizers and swelling agent, this paper research thescattered farmers’ willingness of using fertilizers and swelling agent to produce kiwi fruits.Trough the on-the-spot investigation to the scattered farmers in Zhouzhi county, this paperused the descriptive statistical analysis and empirical analysis to research the problems,reasons and measures of the progress of green kiwi fruit production. In order to verify theeconomic factors more accurately that affect the farmers’ willingness of production, thisarticle the rate of kiwi revenue accounted for the total famers’ income into the model. At thesame time, this paper introduced the rate of the agricultural labor force accounted for thepopulation of family into the model because of the labor-intensive characteristics of the kiwifruit production and the trend of the rural labor force to cities. In this paper, whether farmerswill to produce green kiwi fruit can be divided into three results-“willing to”,“might bewilling to” and “not willing to”. Through the multivariate Logistic model,“not willing to”been a standard, this paper analyzed the factors of the farmers’ willingness from “not willing to” to “might be willing to”, and then transition to “willing to”.The results are as follows: the degree of education is one of the factors to determinewhether farmers might be willing to and would like to produce green kiwi fruit; Agriculturalincome protection is another factor to determine whether farmers might be willing to produceand would like to produce green kiwi; Farmers’ subjective consciousness and safety cognitionis the key factor to change the famer’s thought from not willing to produce green kiwi fruit tomight be willing to produce green kiwi fruit; The labor force guarantee and farmers’production experience are the key factor to determine the farmers to produce green kiwi fruit.So farmers who are willing to invest in a green kiwi fruit are familiar with productionmethods and problematic agricultural products to health, but the real reasons that let farmersproduce green Kivi fruit are land area, the proportion of agricultural income accounted fortotal household income, farmers’ production and marketing experience, the proportion ofagricultural population accounted for household population and so on. So, we shouldimprove the degree of farmers organization, increae the income of kiwi fruit, develop greenkiwi fruit sales channel, strengthen government support and so on, to enhance farmers greenkiwi fruit production.