Researchon The Influencing Factors Of Farmers' Participation In Short Food Supply Chain

Nowadays China's economic has developed into the"new normal",and a significant feature in the agricultural sector is that mostly consumers' demands change toindividualized,diversified agricultural products.Due to food safety crisis,consumers are concerned about food quality,but China's agricultural products are full of general products and lack of high-quality agricultural products.It can not meet the diverse needs of consumers at this stage.Short food supply chain means at the most one intermediary between the agricultural producer and the consumer.Contrast with standard long supply chain,the short food supply chain has less intermediary,more environmental and social benefit.It not only meet consumers' high demands on food quality,but also benefit farmers by increasingtheir income and improving their social status.In the context of the "new normal" and supply-side structural reform,the study of short food supply chain has significant theoretical and practical influences.This study starts with the concept and characteristics of the short food supply chain,then compares the similarities and differences between domestic and foreign short food supply chain,and analyzes the existing problems of Chinese short food supply chain.On the basis of existing research,combining with behavioral economics limited rationality hypothesis,farmers production and management behavior theory,social capital theory and the theory of planned behavior,this paper investigates the factors influencing farmers joined short food supply chain through the choice experiment method from the view of microcosmic.Based on documentary and empirical research the analysis results show as follows.First,the similarities and differences of short chain mode at home and abroad.Regardless of the western countries and Asian countries,the rise of short food supply chain is due to the outbreak of food safety incidents.Consumers rise concern on food and environmental protection,so thathealth and safety of food demand increase.However,vary countries exist differences in aspects of government policy,consumer preferences,and on-sale products.Second,the factors influence farmers joining short food supply chain.This study using the micro survey data of farmers in Nanjing,through the choice experiment method,analyzes how intermediary quantity,production methods and the interpersonal relationship affect the farmers'decision on participate in short food supply chain.The results show that the number of middlemen and interpersonal relationships can influence farmers' decision significantly,and farmers willing to pay more for cutting the number of middlemen thandeveloping interpersonal relationship with others,while the production methodshave nonsignificant effects on farmers'decision to participate in short food supply chain.Third,farmers have different age and risk preferences involved in the short food supply chain are different.Middle-aged group farmers and the risk-preference type farmers are willing to use environmentally friendly,natural and sustainable methods of production and selling agricultural products by short food supply chain,and they are more willing communicate with consumers to get information about the demand side and enhance consumers' trust,which also have the highest willingness to pay for the organic production methods and less intermediary mode.The older group of farmers and risk-averse group of farmers prefer to use ordinary production methods,which do not restrict the use of chemical additives.Although middle-aged farmer groups can also affect the farmers,decisions,but its impact is lower than the middle-aged group and risk groups of farmers.This study enriches the research of short food supply chain,and provides some suggestions for the promotion and popularization of short foodsupply chain in China,and it has a certain significance for the practice of agricultural supply side reform.