营养信息干预对农户作物营养强化新品种采纳的影响

Biofortification is an emerging intervention to alleviate hidden hunger in China.How to increase farmers’ adoption of biofortified agricultural products is a real problem of biofortification in a context of information asymmetry.Based on experimental method to investigate the influence of nutrition-information intervention on farmer’s willingness to adopt biofortified agricultural products,our research takes the example of iron-rich rice and discuss the moderating effect of value appeals,source of nutrition-information and the scale of farmer operations.The result reveals:1) in the context of information asymmetry,the nutrition-information intervention has a significant positive effect on farmers’ willingness to adopt biofortified agricultural products; 2) the relationship between nutrition-information intervention and farmers’ willingness to adopt is moderated by the farmers’ value appeals.No matter which value appeals farmers hold,nutrition-information intervention can improve their willingness to adopt,and the nutrition-information intervention has a more significant effect on nutrition oriented farmers’ willingness to adopt; 3) the relationship between nutrition-information intervention and farmers’ willingness to adopt is moderated by the scale of farmer.Compared with small-scale and large-scale farmers,nutrition-information intervention has a more significant effect on medium-scale farmers’ willingness to adopt iron-rich rice; 4) the relationship between nutrition-information intervention and farmers’ willingness to adopt is moderated by the source of nutrition-information.Compared with the information from seed companies,nutrition-information intervention has a more significant effect on farmers’ willingness to adopt when the information comes from government agencies,interpersonal communication and media.Therefore,it is suggested to enforce nutrition information intervention and pay attention to the moderating effect of farmers’ value appeals,source of nutrition-information and the scale of farmer operations on the impact of nutrition information intervention on farmers’ willingness to adopt.