| Chemical fertilizer play an important role in China’s agricultural development,but farmers overuse fertilizer to increase crop yields.The unscientific use of chemical fertilizer leads to the decrease of crop quality and the pollution of the agricultural environment.In order to promote green agriculture and improve the efficiency of chemical fertilizer utilization,the government released a series of policy documents to promote the reduction of fertilizer consumption since 2015.According to statistical date,China’s fertilizer consumption has continued to decline since 2015,and it has decreased by 7.719 million tons in 2020 compared with 2015.Although the consumption of chemical fertilizer has decreased,it’s as high as 313.5 kilograms on one hectare.In order to achieve green agricultural production,it is necessary to continue to promote the reduction of chemical fertilizer consumption.Rice is an important crop in China.Reducing the consumption of chemical fertilizer in rice cultivation is of great significance to improve rice quality and achieve sustainable agriculture.Under the background of Three Rights Division,the circulation of rural land has accelerated.More and more farmers are planting large areas of rice,and they have become the main part of the current rice cultivation.The management behavior of farmers with large planting areas affects the surrounding small farmers.Therefore,it is more efficient for large growers to guide small farmers to reduce fertilizer consumption.In order to maintain the trend of decreasing fertilizer consumption,it is necessary to find the various influencing factors of fertilizer reduction for large growers,which is of great significance for improving the work efficiency of chemical fertilizer reduction and substitution.In this study,large rice growers in Chengdu-Chongqing region were the research target,according to the guidance of farmers behavior theory,externality theory,costbenefit theory and planned behavior theory.On the basis of learning and sorting out previous researches,the factors affecting farmers’ fertilizer reduction were analyzed from three aspects: personal and family characteristics,farmers’ cognition and technical environment.However,due to the field investigation,it is difficult to count the fertilizer consumption of large growers,and they all to straw retuning treatment.Therefore,the Logistic model is used to analyze the influencing factors of farmers’ increasing application of organic fertilizer and adopting soil testing and formula fertilization technology.Find out the important factors that affect farmers’ choice of fertilizer consumption reduction,so as to reduce the consumption of chemical fertilizer and realize the green transformation of agriculture in Chengdu-Chongqing region.The results of the study showed that:(1)From the statistical data,the reduction of chemical fertilizer consumption in the Chengdu-Chongqing region has been partially successful,but during the field investigation,it was found that few large growers applied organic fertilizer or adopted soil testing and formula technology to fertilize.The main reason for their reluctance to apply organic fertilizer is that the labor input cost has increased more,and why they are reluctant to adopt soil testing and formula technology is mainly due to their low understanding of this technology;(2)In terms of personal and family characteristics,most of large rice growers were male,older and slightly less educated.Their years of planting years and planting area are mostly concentrated in 6–10years and 50–200 mu.In farmers’ cognition,most of the large rice growers understand the harm of excessive application of fertilizer and the policy of fertilizer reduction.They also agree on the ecological efficiency of applying organic fertilizer and adopting soil testing techniques rather than economic benefits.From the technical environment,most of the large rice growers have centralized management,and they have some high standard farmland.There are also more large rice growers join cooperatives.(3)Through the Logistic model to research the influencing factors of fertilizer application behavior of large growers,it was found that: the farmers’ ownership of agricultural machinery,the cognition of ecological benefits,the degree of land scale,and the intensity of subsidy policies have promoting effect on the application of organic fertilizer to large growers,while the farmers’ concurrent employment situation,the policy cognition,and the cost input cognition have an impediment effect.The age of farmers,the proportion of family labor force,the level of family income,the cognition of ecological protection,the cognition of ecological benefits,and the intensity of subsidy policies have a significant positive impact on the adoption of soil testing and formula fertilization technology to large growers,while the farmers’ concurrent employment situation,the cost input cognition,and the policy cognition have an impediment effect.Finally,put forward suggestion to promote the reduction of fertilizer consumption in Chengdu-Chongqing region based on the research results:(1)Strengthen the propaganda of reducing the consumption of chemical fertilizer,and improve the awareness of farmers on the reduction of chemical fertilizer;(2)Strengthen the promotion and training of technologies to reduce the risk of farmers adopting them;(3)The government improve subsidy policies and encourage farmers to reduce fertilizer consumption. |