Study On Farmers' Standardized Production Compliance Behavior And Desire Deviation And Influencing Factor

Agricultural standardized production is the source of improving the quality of agricultural products and enhancing agricultural competitiveness,and is also the driving force to promote the green development of agricultural production and accelerate the scale of agricultural production.China mainly promotes agricultural standardized production of pollution-free,green and organic products.In recent years,national policies have also tried to promote agricultural standardized production.However,due to insufficient internal driving force of individual farmers,inadequate external incentive mechanisms,social norms and external objective factors,etc.,the advancement of agricultural standardization has been delayed.There is a phenomenon that high willingness and low behavior appeared among apple growers.What causes the situation of high willingness and low behavior of farmers?This article takes the pollution-free apple cultivation as an example to analyze the factors that influence farmers' standardized production compliance behaviors and their deviations.Specifically taking 901 apple growers in Shaanxi,Shandong,and Gansu apple-producing areas as samples,the Logistic model and the mediation effect process test were used to study the standardized production compliance behaviors and willingness deviations of farmers in the process of growing pollution-free apples.Farmers 'own endowments,external conditions,social norms,social resources,four core variables and seven control variables explore the inherent logic that affects farmers' standardized production compliance behaviors and deviations from willingness.The conclusions reached are as follows:1.There is a contradiction between compliance behavior and willingness in agricultural standardized production: The proportion of behavior consistent with intention was 52.9%,and the proportion of behavior deviated from intention was 47.1%.The proportion of high-willed and low-behaviors studied in this article is 44.7%;2.Farmers 'own endowments(age,health status,economic status,and labor force)are positively affecting whether agricultural standardized production's compliance behaviors and wishes are consistent or not.Farmers' own endowments are good so they have objective conditions for agricultural standardized production.It is beneficial to the agreement of agricultural standardized production behavior and intention;3.Limitation of external conditions(distance from the nearest fruit wholesale market,orchards away from home)negatively affects whether the compliance behavior and willingness of agricultural standardized production are inconsistent or not.Good external environmental conditions are conducive to the acquisition of information,technology and production materials,and achieve agricultural standardization.It also do good to the unity of compliance and willingness;4.Social norms(social network constraints,whether there are mandatory norms,whether the government or organization checks,whether the government or organization punishes)positively affects,whether the compliance behavior and willingness of agricultural standardized production are inconsistent,that is,the establishment of social norms is conducive to agricultural standardization Consistency of production compliance with wishes;5.The positive impact of social resources(the number of frequent contacts)affects whether the compliance behavior and willingness of agricultural standardized production are inconsistent.And the accumulation of social resources is conducive to problem solving and promotes the unification of agricultural standardized production behavior and willingness.Based on the above conclusions,in order to speed up the implementation of standardized agricultural production,the following policy recommendations are proposed: to promote the construction of social public service organizations and guide the development of farmers' endowments;to promote agricultural standardized market resources and reduce external conditions;to formulate social norms and improve agricultural product safety inspections Mechanisms and punishment mechanisms;enhance farmers' communication and cooperation,and guide farmers to accumulate social resources.