A Study On The Factors Influencing The Willingness Of Farmers In Tianya District,sanya City To Plant New And Excellent Varieties Of Melon And Vegetable In Winter

The winter melon and vegetable industry is one of the characteristic industries for rural revitalization in Hainan,and its development is of great significance in the construction and development of Hainan Free Trade Port.During the "14th Five Year Plan" period,Hainan will highlight scientific and technological innovation in the seed industry,develop green and high-quality agriculture,and actively develop efficient tropical agriculture in Hainan.As one of the important industries in Hainan,winter melon and vegetable industry is an important component of Hainan’s industrial and economic development.At the same time,China is transitioning towards high-quality development,and consumers’ requirements for product quality are increasing.The quality and quality standards of agricultural products are also gradually improving.As one of the most efficient tropical agriculture in Hainan,winter melons and vegetables currently have low quality agricultural products and a relatively simple planting structure.Some varieties are the same as those grown in greenhouse in the mainland,and sometimes being listed later than in the mainland will lead to low prices of winter melon and vegetables,resulting in a decrease in farmers’ income.To improve this situation,the most crucial thing is to update and replace the varieties.The quality of new varieties of winter melon and vegetable will be better,with a shorter growth cycle,which can be quickly marketed,seize market opportunities,and help farmers increase production and income.In order to improve the quality of winter melon and vegetable agricultural products and enhance the branding of agricultural products,the most crucial thing is to update and replace winter melon and vegetable varieties at the production end.Based on this background,exploring the influencing factors of farmers’ willingness to change winter melon and vegetable varieties is conducive to further promoting the development of the winter melon and vegetable industry,helping farmers increase their income,and also facilitating the agricultural technology department to provide relevant suggestions when promoting new winter melon and vegetable varieties in the future.This article is studying and sorting out relevant research by domestic and foreign scholars on the development of winter melon and vegetable industry,influencing factors of farmers’ willingness,and combining farmers’ behavior theory,planned behavior theory,social psychology theory,and farmers’ economic person hypothesis theory,taking Tianya District,Sanya City,Hainan Province as an example,to investigate winter melon and vegetable farmers in Tianya District.A total of 400 questionnaires were distributed,with 378 valid questionnaires,and the effective recovery rate of the questionnaire was 94.5%.Using SPSS27.0 and Stata15.0 to collate data from the questionnaire,descriptive statistical analysis was conducted on the personal characteristics,family characteristics,production characteristics,and personal cognition of farmers.A binary logistic regression model was constructed for multivariate regression analysis.The results show that farmers’ cultural level,changes in planting area,planting costs,sales prices,perceived profitability,perceived ease of use,and proximity have significant effects on their winter melon and vegetable replanting behavior.Finally,based on the above analysis,the research conclusions are drawn and relevant suggestions are proposed for farmers’ willingness to change winter melon and vegetable varieties in Tianya District,Sanya City:(1)When promoting new winter melon and vegetable varieties,it is necessary to strengthen farmers’ awareness of the new varieties and improve farmers’ enthusiasm for planting.(2)Farmers should improve their own quality and seize the opportunity for the development of modern agriculture.(3)Utilize farmers’ profit-making psychology to effectively guide farmers to move forward with the planting of new varieties of melon and vegetable in winter.(4)Accelerate the research and development of new winter melon and vegetable varieties and cultivate advantageous varieties.(5)Improve market information service capabilities,support seedling funding subsidies,and increase farmers’ enthusiasm for planting.