| Since the beginning of the new century,China’s agricultural and rural economic development has entered a new stage.The main agricultural supply and demand have realized the basic balance,and the development of quantity and quality has changed from the simple pursuit of quantity.Social and economic development and the rise of living standards have increased people’s attention to health.The quality and safety of agricultural products has become an important issue of concern at all levels of society.The report to the19 th National Congress put forward the strategy of "comprehensively building a line of defense for food safety from the field to the table".Improving the quality traceability system of agricultural products plays an important role in maintaining public health,enhancing the market competitiveness of agricultural products and promoting social stability.It is of great significance to conduct in-depth research and analysis on the behaviors of farmers and find out the key variables that farmers participate in the application of the quality traceability system of fresh agricultural products.On this basis,it encourages more farmers to participate in the quality and safety traceability system and consciously regulate their own production behaviors,which can guarantee the quality and safety of products directly from the source of agricultural production.In this paper,pear farmers in Ningling County,Shangqiu City,Henan Province,are taken as the research object.According to relevant theoretical basis and specific situation of pear farmers in Ningling County,information asymmetry theory,government regulation theory,behavior economic theory and extended planning behavior theory are selected as the theoretical basis of this paper to build a research model of farmer behavior in the quality traceability system of fresh agricultural products.Empirical analysis was carried out by structural equation model.It is concluded that the behavioral goal,behavioral attitude and control cognition in the quality traceability system of fresh agricultural products have significant positive effects on farmers’ participation intention and participation behavior.Subjective norms and external environment have no significant influence on farmers’ participation intention and participation behavior.Farmers’ participation intention has a significant positive effect on their participation behavior.Farmers’ participation intention has a partial positive mediating effect on behavioral goals,behavioral attitudes,control cognition and farmers’ participation behavior.This indicates that there are still some problems in farmers’ participation in the quality traceability system of fresh agricultural products: lack of knowledge and understanding of farmers’ quality traceability system of agricultural products,lack of understanding of their main role in the quality traceability system of fresh agricultural products;Government support for the construction of quality traceability system is insufficient;The government is not enough to publicize the quality traceability system to farmers.Training is not in place.This paper puts forward the following suggestions: strengthen the main role of farmers in the traceability system;Improve farmers’ cognition of traceability system;Further increase the support to the traceability system;Establish a complete training mechanism for farmers. |
