Study On The Adoption Behavior Of Green And Efficient Cultivation Techniques For Strawbeiries By Farmers

The No.1 document of the Central Committee emphasizes that science and technology can empower agriculture,stabilize the foundation of agriculture,rural areas and farmers,accelerate scientific and technological innovation in agriculture,promote agricultural and rural modernization,and better realize rural revitalization.The key to rural revitalization is to promote "industrial revitalization",where cash crops are more profitable and can bring higher returns to farmers than traditional field crops.Although the marketization degree of cash crops is relatively high,they still face the problems of being large but not strong,and being abundant but not excellent.Therefore,farmers pay more attention to the change of market demand in crop selection and pursue more superior economic benefits as the main goal.As a small berry,the emerging market of strawberry is far from saturated,and the taste of sweet and sour is suitable for all ages,especially for children and children(high consumer groups).The scarcity of strawberry makes it difficult for strawberry to be speculated,and there are many processing derivatives of strawberry.The market period of strawberry is as long as half a year and several holidays,and the consumption of migratory birds and festivals is huge,relatively insensitive to price,and it can sell at a high price.At the same time,the shortcomings and insufficiences in the development of strawberry industry in Henan Province are gradually highlighted.Strawberry market time is generally late,the main producing areas generally cannot breed high-quality strawberry seedlings and excellent seedling leading enterprises,and strawberry planting is extremely scattered,varieties are not uniform,quality is uneven,disease and insect pests are still serious and other problems.Therefore,it is urgent to solve the application of green and efficient cultivation technology of strawberry,which plays an important role in the high quality development of strawberry industry.Farmers play a major role in agricultural production and their green production behavior plays a vital role.In this study,strawberry farmers in Henan Province were taken as the research object.Under the guidance of farmers’ technology acceptance theory,cognitive behavior theory and technology diffusion theory,the theoretical model of farmers’ technology adoption behavior was constructed,relevant questionnaires were designed,and the influencing factors and empirical analysis of farmers’ technology adoption behavior were explored.The results showed that farmers’ perceived ease of use,perceived usefulness and perceived benefit had a positive effect on the behavioral attitude of adopting strawberry green efficient cultivation technology.Social influence and contributing conditions have positive effects on perceived behavioral control of green efficient cultivation technology adoption by farmers.Behavioral attitude and perceived behavioral control have a positive effect on the behavioral intention of farmers to adopt green efficient cultivation technology.Behavioral attitude,perceived behavioral control and behavioral intention have a positive effect on the adoption behavior of green efficient cultivation technology.Finally,based on the analysis of the requirements of strawberry green and efficient development and the influencing factors of farmers’ technology adoption,it is suggested to establish a diversified platform of strawberry green cultivation technology,strengthen the construction of green standardized production demonstration "strawberry ecological farm",and increase government support for strawberry green production,so as to improve the efficient development level of strawberry industry in Henan Province.