Willingness Of Family Farms In Shandong Province To Participate In The Traceability System Of Agricultural Product Quality And Safety Study On The Influencing Factors

With the rapid economic and social development in China,people’s pursuit of healthy and quality life is also increasing,especially after the frequent occurrence of incidents such as "Sudan Red","Lean Meat Extract" and "Lemon Yellow".Consumers attach great importance to the quality and safety of agricultural products,more and more favourable to the "three products and one standard" products,the awareness of the quality and safety of agricultural products traceability system is also higher and higher.The construction of agricultural product quality and safety traceability system not only involves policies,technologies and funds,but also requires the participation of the main body of production.As a new type of agricultural management subject directly engaged in agricultural production activities,family farms are of great significance in promoting the development of the agricultural economy and the process of agricultural commercialisation.Shandong Province is a large agricultural province in China,with unique regional culture and regional characteristics,and the development of its family farms and agricultural product quality and safety traceability system has a certain foundation.Therefore,exploring the influencing factors of family farms’ willingness to participate in the agricultural product quality and safety traceability system in Shandong Province is an important task to crack the problem of agricultural product quality and safety.Through the combing of previous research results,it is found that there is relatively little literature on the willingness of family farms to participate in the construction of agricultural product quality and safety traceability system and the influencing factors in the relevant research.Therefore,this paper aims to study the factors influencing the willingness of family farms to participate in the agricultural product quality and safety traceability system in Shandong Province,based on the theory of information asymmetry,the theory of planned behaviour,and the theory of individual behaviour,and adopts a questionnaire survey to obtain the research data,as well as a descriptive statistical analysis and a test of credibility on the sample data;from the four dimensions of the individual characteristics of family farm owners,the basic characteristics of family farms,the cognitive characteristics and the external environmental characteristics.From the four dimensions of individual characteristics of family farmers,basic characteristics of family farms,cognitive characteristics and characteristics of external environment,16 influencing factors were selected as explanatory variables,and the binary logistic model was used to empirically analyse and hypothesis test the factors affecting the willingness of family farms to participate in the agricultural product quality and safety traceability system,which led to the following research conclusions:(1)On the whole,the willingness of family farms in Shandong Province to participate in the agricultural product quality and safety traceability system is weak,and the proportion of those who have already participated is not high.(2)The willingness of family farms to participate in the agricultural product quality and safety traceability system is mainly influenced by cognitive characteristics and external environmental characteristics.Among them,10 factors such as government subsidies and support,cognition of the traceability system,income expectations,market regulation,sales channels,information and production technology services,acceptance of publicity and training,cost expectations,risk expectations,and the influence of similar family farms have a significant impact on the willingness of family farms to participate.And the effects of factors such as gender,age,education level,years of operation,planting scale,and brand building are not significant.Based on the conclusions of the empirical analysis,this paper puts forward targeted countermeasure suggestions to improve the willingness of family farms in Shandong Province to participate in the agricultural product quality and safety traceability system.First,strengthening publicity and organising training to improve family farms’ knowledge of the traceability system for agricultural products;second,increasing subsidies and lowering taxes and technical support to reduce the cost of family farms’ participation in the traceability system for agricultural products;third,strengthening supervision and improving the system to ensure that family farms have a legal basis for the construction of the traceability system for agricultural products;and fourth,stabilising the price and stimulating the demand,to increase family farms’ participation in the traceability system for agricultural products in terms of the expected revenue.