Farmers' Planting Preference And Willingness Of Adoption For Characteristic Products

With the continuous improvement of the market economic system,the strategic adjustment of the agricultural structure,the reform implementation of the agricultural structure supply side as well as the cultivation of agricultural products industrial area with advantages and characteristics has become the inevitable choice for improving China's agricultural productivity and competitiveness.However,the traditional mode of agricultural production has become an obstacle to the development of rural economy.The excessive pursuit of large area of wheat and corn planting has resulted in a simple agricultural cultivation in China and an ineffective development of the regional special resource advantage.Therefore,how to exploit the mountain and forest,and their land resources advantages,to expand the planting proportion of the high-yield economic crops and agricultural products with special characteristics,and to realize the transformation of the agricultural production mode becomes one of the most important problems of the three agriculture-related issues in China.As for the cultivation of special agricultural products,different farmers have different goal.The different goals and preference will impact their planting behavior and decision-making.Therefore,it will be helpful to adjust the structure of rural industry,broaden farmers' income channels,and promote the cultivation development of regional characteristic products to study the influence of the willingness,goal,and preference of special agricultural products on farmers' planting decision-making.Based on the Theory of Planned Behavior and the Classical Theory of Farmers' Behavior and Motivation as well as the survey data to farmers in Xixia county,Henna Province,farmers' planting willingness is classified into five target preferences to establish a dual Logistic Regression Model in this paper in order to analyze farmers' willingness for expanding the scale of special agricultural products,check the behavioral difference of different target preferences,and explore the main influence factors and effect degree.According to the estimation result,factors like obtaining more profit,acquiring social respect,whether participating in the agricultural cooperatives and whether receiving technical guidance etc.will significantly increase farmers' willingness of expending the scale.Factors like environmental protection,age and household expenditures etc.will significantly reduce farmers' willingness of expending the scale.Based on the research conclusion,the following policies and suggestions are putforward in the paper: first,to establish the planting safeguard mechanism of agricultural products with special characteristics;second,to cultivate a regional product market for the planting of agricultural products with special characteristics;third,to promote the development of the new business entity like farmer professional cooperatives;fourth,to strengthen farmers technical education and training;fifth,to speed up the progress of rural land circulation.