Effects Of Perceived Value And Government Regulation On Farmers’ Willingness To Participate In Organic Certification Of Agricultural Products

Over the past 40 years of reform and opening up,China’s agriculture has achieved rapid development,and organic agriculture has slowly developed under the pull of the global organic food market.The No.1 document of the Central Committee in 2017 clearly pointed out that a considerable part of China’s bulk agricultural products are excess.This is actually a structural surplus,and there is still market space mainly for organic agricultural products.Since the 2018 trade war,the likelihood of external risk crits to sustain large-scale chemical and petroleum agriculture has increased significantly.The development of organic agriculture is not only a simple production method to improve food quality,but also to raise the development of organic agriculture to the height of a new stage of ballast stone to meet the challenges of globalization and the domestic cycle.Third,with the determination of China’s high-quality development,the fundamental guiding principle of economic development strategy,high-quality agriculture has also developed rapidly,and the development of organic agricultural products market is an important content of high-quality agricultural development.On the other hand,the development of organic agriculture is inseparable from people,organic agriculture must reflect social participation,organic agriculture cannot exist in isolation outside the development of rural areas,nor can it exist isolated outside the independent development of farmers as the main body of interests.Therefore,under the background of the new development concept and the construction of a new pattern,the high-quality development of organic agriculture should focus on improving the participation of farmers,taking the participation of farmers as the key focus of social participation,and farmers’ willingness to participate in the organic certification of agricultural products is an important part of improving farmers’ participation.In addition,organic agriculture not only brings benefits to farmers,but also improves the ecological environment and ensures the quality of agricultural products.As an important part of the development of organic agriculture,there are many problems in the current certification of organic agricultural products in terms of farmer participation and certification process.These factors hinder farmers’ active participation in the organic certification of agricultural products,which adversely affects the organic agricultural market and the high-quality development of agriculture.In view of this,it is an important issue to be solved urgently to clarify the factors influencing farmers’ willingness to participate in the organic certification of agricultural products and their mechanisms,and to identify the key factors,so as to provide a theoretical basis for the government to formulate policies related to organic certification of agricultural products.This paper focuses on the impact of farmers’ organic certification willingness from two aspects: perceived value and government regulation.Using statistical analysis and binary logit regression model,the possible influencing factors of farmers’ agricultural product organic certification were analyzed and studied.The study divides the perceived value into three indicators: perceived economic value,perceived environmental value and perceived cost input to measure farmers’ perceived value of organic certification of agricultural products.In terms of government regulation,this paper starts from the two perspectives of farmers’ regulation acceptance and government behavior,and mainly measures government regulation from three indicators: government propaganda means,organic production training,and government supervision.Using the survey data of farmers,the influence mechanism of perceived value,government regulations and their interaction items on farmers’ willingness to participate in organic certification of agricultural products is analyzed,and the quantitative relationship between variables is explored.Finally,according to the conclusions of this study,targeted policy recommendations are put forward to improve farmers’ willingness to participate in organic certification of agricultural products,and provide reference for promoting the green transformation of ecological organic agriculture in the new era.This study found that: first,perceived value has a greater impact on farmers’ willingness to certify organic agricultural products,and perceived value can effectively promote farmers’ participation in organic certification of agricultural products.In particular,farmers’ cost perception of organic agricultural product certification greatly affects farmers’ organic certification willingness,and perceived cost has a greater impact on farmers’ participation in agricultural product organic certification than perceived benefits.In terms of perceived environmental value,whether organic certification improves the environment has no significant impact on farmers’ organic certification,and environmental value has little impact on farmers’ willingness to certify their organic agricultural products.Secondly,in terms of government regulation,none of the three aspects of government supervision,policy advocacy,and government training showed a significant impact.Government regulation does not have a great impact on whether farmers purchase agricultural products.Thirdly,there is an interaction effect between perceived value and government regulation on farmers’ willingness to participate in organic certification of agricultural products.The impact of the government’s appeal on farmers’ willingness to participate in organic certification of agricultural products depends to a certain extent on the perceived economic value of farmers,and the impact of farmers’ perceived economic value on their willingness to participate in organic certification of agricultural products will also be affected by the appeal of the government.The influence of farmers’ perceived sales increase on farmers’ willingness to participate in organic certification of agricultural products is affected by punishment measures to a certain extent.The impact of the government’s call on farmers’ willingness to participate in organic certification of agricultural products also depends to a certain extent on farmers’ perceived cost input.