Research On Influence Factors Of Hog Farmers Purchasing Safe Feed

Pork is an important food in the People’s daily consumption. There were many reports about the pork safety incidents from the newspaper like clenbuterol exceeding in the pork, copper exceeding in the pork,excessive salmonella detection in the food. As we know, the hog production supply chain including the phrases in main like feed supply, hog breeding, transportation and stock, eventually reaching to the consumers. The key of pork safety control is to purchasing and use the safe feed. Now the family hog farm is the main part of the hog feeding structure, and supplies most of the pork in China. It’s necessary to research on the hog farmer purchasing decision for safe feed, especially for finding the factors impact on the hog farmers safe feed purchasing and finding the connection between the hog farmers and other partner.This paper construct the analysis framework of the hog farmer safe feed purchasing behaviors based on the theory such as Theory of Planned Behavior,Asymmetric Information Theory, Farmer behavior theory and Transaction Costs Theory. We analyzed the influence factors of the hog farmer safe feed purchasing behavior which includes three phrases like information collection, purchasing, purchasing evaluation. Also to analyze the hog farmer safety factors feed purchasing decisions using regression analysis.To find out the main factors which other main partners influence the purchasing decisions of hog farmers, through the game analysis from the group of hog farmers, the hog farmers and the enterprise, the hog farmers and the consumers. Finally to give suggestions to make the hog farmers to buy safe feed. The main conclusions of this paper are as follows:(1) Most of hog farmers are lack of understanding of feed safety, doping period, residual feed hazards, and worry about the food quality and safety, also concern about the environmental pollution.The survey results show that most of hog farmers do not understand the safety of feed, although we explained the concept of safe feed to the farmers in the research process. On the one side the hog farmers have limited knowledge, on the other hand they are difficult to judge whether it is safe to buy feed due to information asymmetry. When it comes to the concept of doping, feed residual hazards, even most hog farmers do not understand clearly. Regression analysis also showed that the more general understanding of the impact of diet on the environment and destroy from the hog farmers, the more they tend to buy safe feed.(2) Hog farmers with high level of knowledge tend to buy safe feedThe survey found that hog farmers in general education level is not high, usually with junior high school certificate mainly. The majority of staff with knowledge academic usually work outside the home. Most hog farmers in the age structure of the middle-aged hog farmers more, this part of the staff is relatively weak ability to acquire knowledge, and knowledge structure needs to be updated. By the will of the hog farmers to buy feed safety analysis, we find that the higher education level of hog farmers, the more intense their willingness to purchasing the security feed.(3) The hog farmers are more tend to buy safe feed if they more deeply understand the safety of feed and feed harmful substances to human health effectsThe hog farmers are not clearly understand the safe feed. The regression results indicate that the hog farmers more tend to buy safe feed if they more deeply understand the safety feed. Meanwhile the hog farmers more tend to purchasing and use safe feed, if they more deeply understand the impact on the human health, which is consistent with the survey data.(4) Most of hog farmers tend to purchasing branded and certified feed, and the main channel for purchasing safe feed is individual dealers80% of hog farmers want to buy brand certified feed, and the fundamental reason is that hog farmers can not judge by their ability which feed product is good or bad and whether it is safe feed. They can only buy brand certified feed to reduce moral hazard. The individual dealers is the main channel for hog farmers to buy feed, it also reminds us that on the one hand the government authorities to strengthen the corporate brand for feed production management qualification and certification management, it is necessary to provide a safe means of feed, on the other hand strengthen feed dealers feed safety management to ensure them to purchasing the safe feed from the standard factory.(5) Hog farmers considerate the cost performance mostly and less about the feed safety when evaluating to purchasing the feed.Regards the Influencing factors when purchasing feed evaluation, the survey found that the growth effect, pork prices and feed prices are in the top three, and feed appearance, environmental health awareness, and other factors are less important. On the whole, the performance cost (growth effect, feed prices) is the most important factor after the hog farmers use to buy an again, which match the survey data that the hog farmers care about the two factors with prices and production performance of key consideration when purchasing the feed. Meanwhile the elements of the safety factor when assessing after the hog farmers to purchasing the feed is not in top thee, which show the differences with the original purchasing behavior. This result match the feature of hog farmers in line with the characteristics of a rational economic man.(6) Hog farmers more tend to use safe feed once they have higher income expectation if using safe feed.Hog farmers more tend to use safe feed once they have higher income expectation if using safe feed. This is consistent with the cost-benefit theory, that the purchasing of the security aspects of the majority of hog farmers feed in order to obtain higher revenues This hog situation can reasonably explain the differences between the elements of safe feed purchasing and evaluation factors after security feed purchasing. That hog farmers pay more attention to the feed safety originally, but often get less income because of more investment, so that they change their idea that feed safety is not a key consideration when considering the post-purchasing evaluation. In terms of the cooperation between Hog farmers and leading enterprises, enterprises need to reduce their breach to protect the higher pork prices. Once hog farmers get better returns, it can encourage hog farmers to buy safe feed.(7) To purchase safe feed is the best balance of hog farmers and consumers, enterprises and between hog farmersFrom the point of rational economic behavior, both consumers and game equilibrium hog farmers generally appear in the place (no rights, no breach of contract), which are both for utility maximization. From the game among hog farmers and enterprises, reducing the hog farmers in breach of default way is to narrow breaching space and to further expand the scope of supervision for the enterprises, which requires a reduction in breach of hog farmers from the top-level designing the system. That means to increase economic losses and loss of reputation for the breach hog farmers, also to reduce the additional revenue gained breach by increasing penalties and punishment probability of farmers to avoid enterprises from losses.(8) Laws and regulations, government regulation have a promoting effect on safe feed purchasingLaws and regulations for safety feed purchasing has a promoting effect. When the government check more strictly, if farmers are got strong penalties plus the government’s propaganda of safe feed use, they will be more likely to buy safe feed. At the same time, based on the cost-benefit analysis method, the more strict laws and regulations, the more risk for the farmers to use unsafe feed inline with more likely to be punished,. When their expectation earnings are reduced, this reduces hog farmers to buy unsafe feed.According to the main conclusions above and to promote the farmers buy safe feed, this paper’s main recommend the policy as below:to strengthen security feed propaganda way, improve farmers feed safety cognition; To strengthen the farmers education and training and strengthen farmers feed safety awareness for improving the level of its feed knowledge and use of technology; To strengthen the construction of feed enterprises brand and certification, HACCP system and ISO feed safety certification building in the company, and the feed information publicity; To strengthen the dealer sales management for the safety of feed, to give severe punishment for sales of unsafe feed; Vigorously to improve the income level of farmers use safe feed, by improving the safety of pork prices and reducing the use of safe feed use cost ways to improve the use of safe feed the income of farmers; To strengthen the service and management of the competent department of the government function, clarify the functions of the government. The government and the enterprise give good service to farmers, at the same time to strengthen monitoring of feed dealers and farmers; Actively to promote "farmers+leading enterprises" mode of cooperation, to promote the enthusiasm of farmers and leading enterprises cooperation and to make farmers buy safe feed as the active participant and interests of the winner.The innovations of this paper are as below:(1) This paper analyze the influence factors for the hog farmer purchasing the safe feed, and analysis through the angles from safe feed purchasing to pork safety controlling. In this article, through the empirical analysis, safe feed purchasing decision-making process can be divided into three phases including information collection, purchasing, evaluation after purchasing and verify the influence factors of the safety feed purchasing, and find that there is one difference for the feed safety consideration between purchasing phrase and evaluation phrase after the purchasing.(2) This paper research on safe feed purchasing decisions of hog farmers, and analyze three main subject of pork supply chain through game behavior analysis among farmer and leading enterprise and the consumers, then find that the main roles have their own interests maximization behavior and there is big differentiation under their own benefits. For the result of game, the study make concrete practical test cases and further validation.This research model has certain theoretical value and practical significance(3) In addition to the farmers individual genius cognitive and feed use behavioral variables, security, also analyze the moral rules and regulations for farmers, safe feed purchasing decisions based on the safe feed purchasing decision model. As an important part of the contract, Ethics will have a profound impact on the will of the individual action and behaviors. Through the hog farmers feed purchasing decisions of moral regulation variables, the study found the moral regulation variables with the hog farmers safe feed purchasing decisions have significant impact on effect. It is a new study angel from this perspective of research.