Analysis Of Farmers' Purchasing Fertilizer Behavior And Influencing Factors

In recent years,the agriculture of China is rapid development,and rural economic situation continued to improve the situation.Agricultural production is the basis of agricultural production,and fertilizer is the most basic agricultural material inputs,it is"food" of foodstuff,for farmers,fertilizer can increase the yield of crops,and is an important means to increase agricultural income,more than 1/3 of the total agricultural production data input from chemical fertilizer.In 2015,the amount of chemical fertilizer per acre was two times higher than that of the United States and the European Union,and the total consumption of chemical fertilizers in the country exceeded 1/3 that of the world's total,(Qiu Hai,2015).And fertilizer excess investment cannot bring to crop production,when the fertilizer is put in more than the plant can absorb,a lot of nutrition element is difficult to be absorbed by crops,and it will be lost in the environment,causing the agricultural pollution.To coordinate the relationship between agricultural development and environmental protection,achieve the agricultural sustainable development,in 2015,the ministry of agriculture issued?Fertilizer use does not increase plan in 2020?,promoting farmers' consumption of chemical fertilizer is reasonable,and farmers fertilization is scientific.Farmers behavior characteristics in the process of chemical fertilizer consumption,as well as the basic factors that affect farmers fertilizer purchasing behavior is the key of this article to study.This research based on the theory of household behavior and consumer purchase decision model,and through the help of the related literature research,by using the survey data of 318 households in the three areas of Jiangsu province.The conclusions drawn from the study are as follows:(1)The farmers are older and are less exposed to education,and most farmers receive information about chemical fertilizer products from dealers or relatives and friends.(2)The farmers are older and are less exposed to education,and most farmers receive information about chemical fertilizer products from dealers or relatives and friends.The amount of cultivated land,household income,the level of knowledge of fertilizer,the quality of fertilizer and the price of fertilizer will have an impact on the purchase of fertilizer.(3)The price of fertilizer has little effect on the amount of fertilizer that farmers buy,but it will affect the choice of where to buy,and the amount of money planted will affect the amount of buying.(4)Most farmers don't know much about fertilizers;(5)The current main problems of fertilizer market are:the fertilizer t price is too high,lack of after-sale technical guidance,fake and inferior goods still in sales,the name of products are difficult to distinguish,etc.According to the results of the study,the final advice are:(1)We will improve the quality of farmers' culture and deepen the understanding of chemical fertilizers;(2)Implement strict quality managementand and make the chemical fertilizer market more regulated;(3)We will strengthen agricultural technology services and solve the technical difficulties of farmers;(4)We will actively promote the "Internet plus" model and reduce the cost of purchasing.