Research On The Influencing Factors Of Farmers’ Participation In Industrial Integration From The Perspective Of Planned Behavior Theorysoy Sauce Production

After the 20 th Party Congress,the central government has continued to increase its efforts to promote the integrated development plan of rural industries,requiring agricultural development to improve quality and efficiency,change the rural industrial structure,promote benign interaction between industries,and break the barriers to interindustry penetration and development,thereby promoting the value-added of agricultural products.In order to promote the process of agricultural modernization,promote the transformation and upgrading of rural industrial structure,expand farmers’ income channels and increase farmers ’ income,it is necessary to promote the integration and development of the three industries in rural areas.Farmers are not only one of the important subjects of rural industrial management,but also the stakeholders of industrial development.However,in the process of rural industrial integration,there are problems such as low willingness of farmers to participate,low cognitive level,and insufficient ability to participate in industrial integration.These practical problems directly affect the process of rural industrial integration development.This study takes tea farmers in ten poverty-stricken villages of J Street in Wuhan as the research object,and obtains a total of 224 micro-data.From the theoretical perspective of planned behavior,it analyzes the factors that affect farmers ’ participation in industrial integration behavior.By analyzing the relationship path of farmers ’ participation behavior,the participation behavior model is constructed,and the influence of farmers’ participation cognitive factors on farmers ’ participation willingness and participation behavior is empirically analyzed.The relationship between willingness and behavior is also analyzed.In order to further promote farmers ’ participation in the integration of rural industries,promote the integration process of rural industries and increase farmers’ income.Provide relevant theoretical basis.Conclusions: 1.The model based on the theory is compatible with the data of this paper,and the reliability and validity and confirmatory factor analysis are in line with expectations;farmers ’ participation cognitive variables(participation attitude,subjective norm,perceived behavior control)have a significant impact on farmers ’participation willingness and behavior.Farmers ’ participation attitude,subjective norm and perceived behavior control have a positive impact on farmers ’ participation willingness,and also have a positive impact on farmers ’ participation behavior.There is a positive correlation between farmers ’ participation willingness and farmers ’specific participation behavior.2.Farmers believe that participation in industrial integration development can increase income and is of great significance to the economic development of the village and other participation attitude observation variables,that important people(family,friends and relatives)will have an impact on the farmers themselves,the township government ’s propaganda and other subjective norms observation variables,that the degree of economic support,physical health,risk control and other perceptual behavior control observation variables,is an important factor affecting farmers ’ willingness to participate and participation behavior.Based on the conclusion,this article will propose countermeasures from three aspects to promote farmers’ willingness to participate and enhance their enthusiasm for participating in practical behavior.1.Suggestions for farmers’ participation attitude,improving their expected economic returns,enhancing village collective stickiness,ensuring farmers’ participation in accessing services,and building a network of contacts for industrial development;2.Suggestions for subjective norms of farmers,using family and friend demonstration cases to promote,increasing policy promotion efforts,creating an atmosphere of industrial integration,and exerting the guiding role of rural social public opinion;3.Suggestions for controlling the perceived behavior of farmers,constructing a policy support and interest protection system,conducting training activities,enhancing farmers’ risk resistance ability,increasing financial and other financial support for agriculture,enhancing endowment support ability,and ensuring farmers’ participation in industrial integration interests.