Research On The Influence Of The Service Function Of Farmers’ Professional Cooperatives On The Green Production Behavior Of Farmers

A sound ecological environment is the most beneficial to people’s livelihood.In the party’s 20 th annual report,it is pointed out that we must firmly establish the concept that clear waters and green mountains are green mountains and silver mountains,plan development from the height of harmonious coexistence between man and nature,and promote the building of a beautiful China.At present,a gricultural pollution is still one of the important causes of environmental pollution,and promoting green agricultural development is the key to solve the problem of environmental pollution in the new era.With the improvement of people’s living standards,there is an in creasingly high demand for the quality of agricultural products,and farmers,as the main body of agricultural production and management,the change of their production behavior is the key to the green development of agriculture.The existing practical results and theoretical studies all show that farmers ’professional cooperatives(hereinafter referred to as "cooperation")play a positive role in promoting green agricultural production technology and improving farmers’ green production behavior.However,in practice,many regional cooperatives only improve the "quantity",often ignore the "quality",understand the influence of changing the green production behavior of farmers;the existing research on the adoption of a green production technology and willingness,the influence of the service function on the green production technology,willingness and behavior,lacks the mechanism and influence path.This study starts from the cooperative,cooperative technical training services,unified purchase and marketing services as the break through point,on the basis of literature and field research,the first to define the cooperative service function concept,then,on the basis of KAP theory and perceived value theory,build cooperative service function of farmers green production behavior structure equation model.Firstly,the service function of the cooperative improves the green production behavior of farmers,and SPSS data analysis and AMOS25.0 software obtain the following conclusions:(1)the technical training and unified purchase and marketing of cooperatives have a positive impact on the green production behavior;(2)green production knowledge,green production attitude and perceived interests have a positive impact on farmers’ green production behavior;(3)green production attitude plays an intermediary role between green production knowledge and green production behavior.Based on the theory and empirical analysis results,this paper from the technical training service ability,expand the scope of unified purchase and marketing services,improve farmers knowledge of green production,farmers green production attitude,reduce farmers green production costs and improve farmers green production income to the development of cooperative service function and perfect are put forward relevant Suggestions.