Farmers' Green Production Behavior And Certificated Willingness

With the increasingly prominent environmental and food safety problems,green standardized production is attracting increasing attention as a resource conserving and environment-friendly production mode.The development of Green Agriculture can not only guarantee the quality and safety of products,but also reduce environmental pollution and keep the balance of ecosystem.In the long term,it helps farmers get full employment and raise their income.Based on the purpose of promoting the development of Green Agriculture in China,according to the first-hand data obtained from questionnaires and field interviews,farmers' green production behavior and their willingness to certification were studied.On the basis of the theory of farmers' behavior and the theory of Path Dependence,this paper proposed six characteristic hypotheses of Green-certified kiwifruit planting households based on the survey data of 398 kiwifruit producing households in Xixia county,Henan province,and then the paper empirically tested production characteristics,potential advantage and sustainable condition for these households based on the estimated results of Propensity Score Matching method and production-profit functions.The test results indicated,compared with traditional planting households,that: i)Green-certified households significantly reduce fertilizer and pesticide inputs and kiwifruit yield,which is sustainable production way;ii)Green-certification can guarantees the quality of kiwifruit,which is an efficient way of industry upgrading;iii)Green-certified planting has a large potential of kiwifruit yield,which is an efficient method of “stored grain in the land”.At the same time,in order to solve the difficult problem of reality green production promotion,the use of dual Logistic Regression Model,the influence factors of 341 conventional growers will analyze the Green Certification,the study found: the way of family decision-making,arbitrary and trained,that Green Certification is meaningful and that the new policy will affect the quality and safety of their own behavior and thought pesticide and fertilizer will affect the environment,and the goal of "make life more freedom and satisfaction","get more profit" and "protect the environment" and other factors on Farmers' Green Certification will have significant positive effects,"the products sold within the province market " has a significant negative impact on the willingness of Green Certification.Based on the research conclusion,the paper suggests that: i)reinforce the quality supervision of Green-certified products so as to encourage households to apply for green certificate;ii)improve households' awareness of green production;iii)strengthen the construction of brand,transport chain and marketing channel;finally,establish trace mechanism to improve market recognition of green-certified products.