Analysis On Purchase Intention Of Facility Flower Planting Insurance In Fujian Province

The No.1 Document of the CPC Central Committee in 2023 pointed out that China’s development has entered a period of coexistence of strategic opportunities,risks and challenges,while uncertainties and uncertainties are on the rise.It is crucial to maintain the basic agenda of agriculture,rural areas and farmers.Agriculture as the foundation of development,we should pay attention to the problems of agriculture,rural areas and farmers.Faced with the large population base,the frequent occurrence of natural disasters caused by the change of climate and environment,and the development of agricultural industry is faced with many unstable problems,it is particularly important to ensure the stable quality and increase of agricultural industry,which requires the support of policy-based agricultural insurance.China has carried out the work of policy-based agricultural insurance from 2004,and has achieved good results in agricultural insurance for grain and other crops.On this basis,in 2016,the state proposed to expand the coverage of agricultural insurance,increase the types of agricultural insurance,and support the development of policy-based agricultural insurance for agricultural products with characteristics.In the same year,Fujian introduced a new type of agricultural insurance for featured agricultural products,namely,facility flower planting insurance,and carried out pilot work in eight prefectures and cities in the province.In 2017,the pilot insurance was fully implemented in the whole province.However,in 2020,the planted area of facility flowers in Fujian Province has reached 188,000 mu,but only 4,259.25 mu has been insured,which is much lower than other types of policy-based agricultural insurance.The coverage and penetration rate of the plant insurance are relatively low.Therefore,it is very important to deeply understand the factors that affect the willingness of flower growers to purchase facility flower planting insurance.Only by accurately grasping the factors that affect farmers’ purchase intention of facility flower planting insurance,can we make a better scientific decision,improve the insurance rate of facility flower planting insurance,and stabilize the sustainable development of the flower industry.Based on this,this paper combines the risk management theory,agricultural insurance supply and demand theory and insurance information asymmetry theory to synthesize the existing research results.Based on the current situation of facility flower planting insurance in Fujian Province,a research model was constructed by selecting corresponding variables through prior investigation and investigation to analyze the influence of several variables,including farmers’ personal basic situation,planting situation,perception of risk and cognition of facility flower planting insurance,on the purchase intention of facility flower planting insurance.Using the questionnaire survey method,three counties in Zhangzhou City were selected as the survey sites,300 questionnaires were distributed to flower growers,and 270 valid questionnaires were collected.After sorting and using stata software,binary logistic regression was used for empirical analysis of the survey data.The empirical results show that:(1)Farmers’ flower planting area,understanding of agricultural insurance and insurance premium have significant effects on farmers’ purchase of facility flower planting insurance.Systematic risks exist in the process of agricultural planting.The larger the unit area of planting,the larger the unit of risk,and the relatively high investment cost of flowers,most farmers have the mentality of seeking stability,the larger the planting area,the stronger the willingness to buy the insurance of facility flower planting.(2)There are some misunderstandings about policy-based agricultural insurance,and they fail to safeguard their legitimate rights and interests timely and effectively.Farmers’ understanding of policy-based agricultural insurance mainly comes from the Internet and government publicity.They do not have a deep understanding of policy-based agricultural insurance and do not pay attention to its role in preventing risks.Therefore,they fail to report insurance to insurance companies in time after disasters occur,resulting in low claim amount.In particular,there are many details of the provisions of the facility flower planting insurance,and the provisions of insurance and claims are not the same.Therefore,farmers are less willing to buy facility flower planting insurance when they do not know the policy-based agricultural insurance.(3)The subsidy degree of facility flower planting insurance is relatively low,and the premium has a greater impact on the purchase of facility flower planting insurance.Compared with the 70% subsidy of policy-based agricultural insurance for grain,the premium subsidy of facility flower planting insurance is 30%,and farmers should pay 70% of the cost of facility flower planting insurance by themselves.High premiums make it prohibitive for farmers.Through the above analysis,this paper puts forward the following suggestions: 1.Strengthen insurance publicity and improve the awareness rate of facility flower planting insurance.2.Protect farmers’ rights and interests,and establish a dynamic supervision mechanism for facility flower planting insurance.3.Reduce the burden of farmers and optimize the financial subsidies of facility flower planting insurance.4.Improve and optimize the service to establish a good image of the insurance company.5.Innovate the insurance mechanism to stimulate the motivation of insurance companies.