Study On The Behavior Choice Of Farmers Under The Agricultural Brand

Along with the rapid development of Chinese economy, what kind of the path of development that can improve the farmers' income, the growth of agricultural efficiency, and the building of a new socialist countryside rural prosperity China has chosen has become the primary decision problem for Chinese agricultural economy. The central file in 2013 clearly stated that not only the requirement of "supporting the development of agricultural industrialization and cultivating the brand of leading enterprises" but the general secretary Xi also claimed that we need to make Chinese products become Chinese own brands. In this context, building the agricultural brands become the only way can optimize the agricultural structure, transform the agricultural development, and improve agricultural efficiency.However, the farmers have the final right to choose and the final right to participate in the agricultural brand; therefore, this article randomly selected the famers from Wanning City; Baisha County; Ledong County; Qiongzhong County; and Lingshui County; Hainan Province for investigation. The 273 valid questionnaires we got were analyzed by descriptive statistical analysis and binary Logistic regression analysis, and we explored the decision-making, the participation activities, and participation effect of these randomly selected farmers.This Study has shown that:the participation rate of the local brands in agriculture is fewer than 20% mainly due to too little promotions of the local government, enterprises, agricultural cooperatives and other organizations so that the farmers do not have sufficient awareness of the agricultural brands. Also, they are more likely to believe the government's recommendation, and they want to avoid the risk and remain skeptical about the promotions of enterprises, other organizations, and others. Fortunately, the farmers who choose to participate the agricultural brands have increased in revenue and have more convenient transaction than other famers who do not join the agricultural brands. This result also shows the importance of building agriculture brands.The dependent variables of the models that this article chose were divided into five categories:cognition situation, information about orientation, subsidy policy, the promotion and attitude. Regression results of models are ideal. A total of seven variables passed the significance tests, which are the ages of farmers' household, farmers' income situation, agricultural revenue, production of crops, the constructions of access to agricultural brand-related information, the propaganda of agriculture brand from agricultural cooperatives and other organizations, and made decision by looking at the revenue increased of other famers who joined the agricultural brand. Except for the case that made decision by looking at the revenue increased of other famers who joined the agricultural brand does not match the expected results, and other famers with expectations of total revenue also have negative impact. The study found that many farmers wanted to avoid the risk, and they prefer to maintain the current status. There are positive correlations between the other factors are related to agriculture brand and the behavior of famers choose to join in the agricultural brands.Based on these results, we come up with the following policy recommendations: we need to improve incentive policies support, to encourage famers' participation and strengthen the supervision; to strengthen the construction of talent team, to upgrade the quality of farmer science and technology; to widen the channel of the brand marketing, and to create a brand publicity atmosphere; to promote industrial business model, to strengthen main part of brand construction and encourage famers' participation; to rely on high and new science-technology innovation, to enhance agricultural brand value; to promote standard production mode, to standardize the market activities; to develop brand dominant industry, to promote agricultural brand cluster; to establish risk prevention plans and to protection of farmers' participation in income.