Effect Of Peer Effect On Farmers' Safety Production Behavior Of Kiwi Planting In Sichuan Province

With the deteriorating agricultural production environment and the increasing input of agricultural chemicals,agricultural products have different levels of quality and safety issues,such as pesticide residues and excessive heavy metals.Through the understanding of " The quality and safety of agricultural products can be produced ",we think,in order to alleviate the current contradiction between the lack of supply of safe agricultural products and the increasing demand of consumers in China,we need to strengthen the adoption of safe production practices of farmers.Then thus,based on the perspective of peer effect,this paper adopts the survey data from kiwifruit growers in Sichuan Province and constructs the Probit model to empirically analyze the safe production behavior of farmers.The analysis is as follows: Firstly,we analyzed the effect of peer effects on the adoption of safe production behavior by growers;Secondly,the mechanism of peer effect on the adoption of safe production behavior by growers is analyzed,that is,we consider whether the peer effect mainly affects peers' adoption of safe production behavior by peer pressure or technology spillover;Thirdly,the interactive effects of the adoption of safe production behaviors by growers when parallel mechanisms of peer effects and government regulations are analyzed.The empirical results show that:(1)Peer effect is the main factor affecting the adoption of safe production behavior by growers.It has significantly improved the adoption of safe production behavior by growers,and has had a differential impact on the adoption of safe production practices by growers.(2)Peer effect is mainly through the mechanism of peer pressure effect on the adoption of safe production behavior by growers.(3)When peer effects and government regulations are adopted at the same time,they will have an alternative effect;That is,when the government regulation is strengthened,the positive effect of peer effect on the adoption of safe production behavior by growers will be relatively weakened.(4)According to the diffusion principle of peer effect,the grower will take the "Free rider" behavior,which will weaken the overall adoption of safe production behavior and it has a certain negative effect on the quality and safety of kiwifruit.Therefore,based on the peer effect perspective,in order to promote the adoption of safe production practices by growers,ensure the quality and safety of kiwifruit,and promote the healthy and stable development of the kiwifruit industry in Sichuan Province,the policy recommendations proposed in this paper are as follows:(1)By strengthening the construction of rural civilization and increasing trust and communication among villagers to provide a relaxed environment for the spread of peer effects.(2)Through Strengthening the publicity of successful models in the kiwifruit planting process,and using demonstration to promote the positive effects of peer effects,we can promote the adoption of safe production behaviors of farmers;(3)By building the bridge between the government and the growers,the substitution effects will be generated when the peer effect and the government regulation work together are mitigated,so as to improve the adoption of safe production behavior by growers;(4)We must continue to expand the scale of new production and operation organizations and improve their service quality and reduce the "free rider" behavior in the production process,so as to further enhance the safe production behavior of growers and ensure the quality and safety of kiwifruit.