Research On Small Farmers’ Quality Control Behavior And Its Governance Mechanism From The Perspective Of Cognition

With the high quality development stage of China’s economy,the high quality development of agriculture has become an important way to promote the modernization of agricultural countryside,to help the rural rejuvenation and to construct the modern economic system.At present,the consumption of agricultural products is constantly upgraded,the construction of industry chain and supply chain of agricultural products is constantly strengthened,the structural reform on the supply side of agriculture is gradually promoted,and the development of agriculture is carrying out a quality revolution.At the same time,the revolution of agricultural quality lies not only in the optimization of agricultural industrial structure,the increase of benefit and the improvement of agricultural product quality,but also in the adjustment of the behavior mode of the main body of agricultural management.In the modern supply system of agricultural products,small farmers,as an important supply subject,play an important role in the quality control of agricultural products.In the process of agricultural product quality control,the quality control behavior of small farmers has a key impact on the quality of agricultural products.In recent years,the quality control behavior of agricultural products of small farmers,especially the low quality control behavior model of small and medium-sized farmers in the process of production and management,has been the pain point and difficulty in the quality control system of agricultural products.It is also the focus of academic attention and research.The existing research mainly adopts the traditional rational human analysis framework to understand the quality control behavior of small farmers,and regards the low quality control behavior of small farmers as irrational or opportunistic behavior.At the same time,the academic circles also begin to pay attention to the influence of small farmers’ cognition on their quality control behavior.A large number of empirical studies show that the low quality choice behavior of small farmers can find a more persuasive explanation at the cognitive level.As a starting point,this paper combs the views of economic rationality,survival rationality and neutralization rationality in the argument of small farmers’ behavior attribute,analyzes the root of the argument of small farmers’ behavior attribute — — the separation of instrumental rationality and value rationality,constructive rationality and evolutionary rationality,and puts forward the concept of cognitive rational small farmers.Based on the behavioral characteristics of cognitive rational small farmers,the situational dependence of cognitive rational behavior of small farmers is discussed from three aspects: situational locking,situational adaptation and situational imbalance.Finally,using subjective game theory,the theoretical framework of cognitive rational small farmers’ quality control behavior and its governance mechanism is constructed.This paper constructs a two-stage subjective game framework for the quality control behavior logic of small farmers,including the first stage to construct the subjective game model through memory and learning,and the second stage to use the subjective game model to carry out the strategy game.At the same time,based on the shared cognitive meaning of the system in the subjective game model,the endogenous institutional attributes of the quality control behavior governance mechanism of small farmers are analyzed.this paper,according to the logic of "quality cognition → quality control behavior → governance mechanism ",analyzes the quality selection of small farmers based on limited quality cognition and the quality control behavior governance mechanism based on quality cognitive cost respectively in the third and fourth chapters.First of all,according to the situational dependence characteristics of cognitive rational behavior,this paper analyzes the quality cognitive imbalance of small farmers caused by the dehumanization of economic order,the quality cognition of small farmers shaped by the transmission characteristics of quality knowledge under the structure of rural social network,and the limited quality cognitive ability of small farmers caused by the complex characteristics of agricultural product quality.On this basis,it is assumed that small farmers have limited quality improvement cognition and limited quality preference cognition,and establish the quality selection model of small farmers.The model analysis shows that under the condition of limited quality promotion cognition,small farmers choose to produce low quality agricultural products because of the limitation of ideas and the lack of knowledge.At the same time,when it is difficult for small farmers to distinguish the quality preference of consumers,they choose to provide consumers with a single quality level or lower quality agricultural products.With the continuous improvement of quality improvement cognition and quality preference cognition,small farmers can supply agricultural products with different quality levels.At this time,the specific quality selection decision depends on the consideration of self-interest optimization.Secondly,from the perspective of cognition,the governance mechanism of small farmers’ quality control behavior is the shared cognitive model between the management subjects,which is responsible for coordinating the quality cognition between the small farmers and the various management subjects.The governance mechanism in cognitive sense has the functions of both cognitive intermediary and cognitive constraint,and has the characteristics of endogeneity,adaptability and multiplicity.This paper compares three kinds of governance structures in the industrial chain of small farmers and consumers as two endpoints,namely,rural vendors,leading enterprises as middlemen and cooperatives,and analyzes the whole industry chain governance model based on brand asset specificity and quasi-longitudinal integration.On the basis of theoretical analysis,Based on the survey data of meat sheep industry in Wuwei city of Gansu province(including 229 peasant household survey data and interview data of national leading enterprises ZT companies and their industrial chains),A combination of multiple Logit and case studies,The relationship between quality cognition and small farmers’ quality control behavior and its governance mechanism is empirically tested.The analysis found,(1)the level of individual education and the neighbor effect at the level of social network have a positive effect on the cognition of veterinary drug residues in sheep farmers,The adaptability of intergenerational economic order transformation will inhibit the cognition of veterinary drug residues in sheep farmers.(2)There is a significant negative effect on the level of veterinary drug dosage norm in small farmers,And the higher their recognition of the premium price of mutton,The higher the cognitive level of mutton quality preference,And the higher the quality of insect repellent technology,The more standardized the dosage is when using veterinary drugs.And,The three situational factors of education level,intergenerational group and neighbor effect have significant regulatory effects on the relationship between veterinary drug residue hazard perception and veterinary drug use dose decision.(3)Case studies show that,Sheep farmers are at the beginning of the mutton industry chain,Distance from consumer terminals is far away from cognitive barriers.ZT companies and farming co-operatives,sheepmongers,Participate in the cognitive division of labor in the meat and sheep industry chain,Co-ordination of quality awareness among small farmers,In order to achieve its quality control behavior effective governance.ZT because of its technical advantages in obtaining,processing and transmitting information,It plays a major coordinating role in the whole cognitive division of labor system.It coordinates all the operators in the industry chain by constructing the whole industry chain model,In order to maximize the cost of information,shaping or coordinating the quality perceptions of small farmers,To achieve the purpose of controlling the quality control behavior of small farmers.In addition,(4)In reality,the cognitive mediating function of sheep peddlers is the most prominent,The intermediary role of enterprises,large farmers and cooperatives is relatively weak.Companies,large farmers and farming cooperatives are relatively less critical of living sheep,They pay more attention to the hygiene,variety and epidemic prevention of live sheep.Instead,Sheep peddlers mainly pay attention to the fat of sheep in the process of purchasing live sheep.Therefore,Sheep traders participate in the highest degree of industrial chain governance,However,the performance of governance in controlling the quality control behavior of small farmers is relatively low,The function of quality cognitive mediation and quality cognitive constraint is not strong,This also reveals the main reasons for the mismatch between the quality control behavior of small farmers and the demand for high quality agricultural products.