Research On The Quality Safety Behavior Of Vegetable Producers Based On Supply Chain

China is a major vegetable producer and the annual export volume ranking first in the world, vegetables as a necessary consumer goods, Its quality and safety problems are not only related to the health of the nation, but also for the international competitiveness of agricultural products, the development of agricultural economy and the growth of farmers’ income situation in China. Overall vegetable quality and safety problem in our country is still grim. Objective analysis of the quality safety behavior of vegetable producers is conducive to grasp the quality and safety of the guide in vegetable supply chain from the root. Therefore, this paper will collect reliable data through literature review, questionnaire survey and field survey etc, then use systems analysis, comparative analysis, quantitative analysis and the method of statistical analysis, conducting theoretical deduction and empirical test from the connotation, characteristics, implementation reality intention, formation mechanism and coordination mechanism of vegetable producer’s quality safety behavior in 6 aspects, to compensate for the lack of existing research, in order to provide a theoretical reference and basis for decision making to improve our level of quality and safety of vegetable supply chain.The concept definition and connotation characteristics laid the theoretical groundwork for the full text research. This paper combines the previous research results and the current trend of vegetable quality and safety management, expounds the basic meaning of new period of vegetable supply chain, and according to relevant provisions of the "food safety law" and "law of produce quality safety", makes a detailed explanation of the quality and safety of vegetables, then put forward the concept of vegetable producers’ quality safety behavior, and analyzes the connotation and characteristics of vegetable supply chain and producers’ quality safety behavior from multiple aspects. Research shows that: vegetable producers’ quality safety behavior is the behavior process of sustainable behavior process taking ideology as the foundation, control ability as the core, interest factors as motivation, dynamic update as features, balance coordination as the goal.The descriptive analysis of vegetable producers’ quality safety cognition and behavior provides the objective basis for the whole research. This paper uses frequency analytical method, makes comprehensive analysis of vegetable producers’ quality safety cognition and behavior from the inputs, pest control, traceability system and environment system in 4 aspects, thus informed the reality and problems of vegetable producers carrying out quality safety activities. Research shows that: the interviewed farmers have a good cognition of colza quality and pesticide quality, and the colza introducing channels are concentrated and stable,but for the rational use and the potential hazards of pesticides, pests and diseases and other aspects of knowledge, they have low awareness, there four kind of behavior have serious vulnerability in different levels.The implementation intention analysis of vegetable producers’ quality safety behavior provides empirical support for the full text research. This paper is based on the theory of planned behavior and the actual characteristics of vegetable producers’ quality safety behavior, using factor analysis, multiple regression analysis and the method of Logit analysis of two element selection to conclude the significant factors affecting the implementation intention. Research shows that: most farmers are willing to implement quality and safety behavior, and their implementation intention of quality safety behavior is influenced by 3 intermediate variables significantly positive, such as attitude and behavior, subjective norm and perceived behavioral control, among them, attitude and behavior has the most significant influence, subjective norm takes second place, perceived behavioral control is the minimal impact. Further analysis found that, attitude and behavior, subjective norm and perceived behavioral control are significantly influenced by 20 factors, like the degree of specialization, the participation and cooperation of organizations, quality certification, to increase the income, to broaden the market, to reduce risk, to improve credit etc.The formation mechanism analysis of vegetable producers’ quality safety behavior strengthen the theoretical support for the whole research. This paper analyzes the related factors affecting the formation of vegetable producers’ quality safety behavior, on this basis, further explores the action process of the factors turns into the formation mechanism, and construct the operation framework about the formation of vegetable producers’ quality safety behavior. Research shows that: vegetable producers’ quality safety behavior is under the common effect of 4 kinds of factors which are individual factors, organizational factors, market factors and environmental factors, forms in the interaction of the 5 kinds of mechanism which are driving mechanism, transmission mechanism, promotion mechanism, guarantee mechanism and evolution mechanism. Finally formed the virtuous cycle such as “dynamic wizard �' behavior occurred �' process adjustments �' goal achievement �' power strengthening”.The coordination mechanism analysis of vegetable producers and partners’ quality safety behavior provides the decision reference for the full text research. This paper argues on the basis of hierarchical characteristics of vegetable supply chain partnership quality safety behavior coordination, constructs the dual population game model of supply chain quality safety behavior coordination evolution by evolutionary stable strategy, further analyzes the effects of each parameter on stable strategy. Research shows that: the specific performance of vegetable supply chain quality safety behavior coordination is quality safety behavior of vegetable producers, processing enterprises, cooperative economic organization and supermarket should be consistent with the overall objective of supply chain, cooperate properly with each other, to promote the supply chain make smooth evolution from junior to senior, from disorderly to orderly steady evolution, embodied as uniform in four levels which are interior of the main body, supply chain, decision thinking and evolutionary process, the coordination evolution direction of the behavior is under the influence of 7 factors which are earnings, excess earnings, income distribution coefficient(responsibility sharing coefficient), coordination costs, rewards and punishment coefficient, problem exposed probability and economic loss.The countermeasures and suggestions to improve the quality safety behavior of vegetables producers determines the final destination for the paper. This chapter carries on the basis of basic theory analysis, situation analysis, implementation intention analysis, analysis of the formation mechanism, coordination game analysis to vegetable producers’ quality safety behavior, starts from the macro level guided by the government, the meso level centred on supply chain entities and the micro level based on vegetable producers, puts forward the countermeasures and suggestions to improve the quality safety behavior of vegetables producers. Mainly includes: the government should strengthen the propaganda and supervision, perfect industry legislation, strengthen the support, supply chain entities should deepen the system reform, expand the scope of training, establish information platform, vegetable producers should improve personal quality, strengthen the sense of responsibility, implement the related laws and regulations.