菜农质量安全行为实施意愿及其影响因素分析——基于计划行为理论和山东省497份农户调查数据

基于计划行为理论和山东省9市497份农户调查数据,引入基本特征、动力向导、目标实现、社会压力和资源条件5类22个变量分析影响菜农质量安全行为实施意愿的因素,结果表明:65.20%的受访菜农愿意实施质量安全行为,其实施意愿受行为态度、主观规范和知觉行为控制3个中间变量的正向影响显著,其中,行为态度的影响程度最大,主观规范次之,知觉行为控制影响最小。进一步分析发现,菜农的行为态度、主观规范和知觉行为控制受专业化程度、参与合作组织、获得质量认证、增加收入、拓宽销路、降低风险、提升信誉等20个因素的显著影响。因此,强化政策引导、规范产业监管和加强宣传是优化菜农质量安全行为的有效途径。

Vegetable producers＇ implementation desire for quality safety behavior and influencing factors： Based on theory of planned behavior and a survey of 497 farmers in Shandong province

Based on the theory of planned behavior and the survey data of 497 vegetable producers in 9 cities of Shandong province, this paper analyzes the influencing factors of vegetable producers＇ implementation desire for quality safety behavior by adopting the model of econometrics. The results show that 65.20 percent of interviewed vegetables producers are willing to carry out quality safety measures; three intermediate variables including behavioral attitude, subjective norm and perceived behavior control have significant positive effect on farmers＇ implementation desire. Among them, behavior attitude has the greatest influence followed by subjective norm, and perceived behavior control has minimal impact. Further studies reveal that the vegetables producers＇ behavioral attitude, subjective norm and perceived behavior control are affected by 20 factors such as the degree of specialization, participating in cooperation organization, attaining quality certification, increasing revenue, broadening the market, reducing risks, improving credit and so on. Therefore, strengthening policy guidance, standard industry regulatory and strengthening propaganda are effective methods to optimize vegetables producers＇ quality safety behavior.