A Study Of Farmers' Behavior In The Extension Of Detoxicated Strawberry Seedlings

Based on the empirical study of farmers' behavior, this paper analyses the current situation of production, marketing, adoption and diffusion of the detoxicated strawberry seedlings in Rugao city of Jiangsu Province. Three typical villages are chosen to be surveyed. External and internal factors affecting the adoption of the detoxicated seedlings, in addition to farmers' knowledge, attitudes and practice, are analyzed. After analysing the advantages and the disadvantages of the model of cooperation among the company, the strawberry association and the farmer households, some rationalization proposals are put forwards in this article . The research shows:1. Farmers from different areas treat and adopt the seedlings differently. Farmers in major production bases pay more attention than other farmers. The rates of adoption of the detoxicated strawberry seedlings by farmers of different categories vary obviously.2. The age and education level of the farmers, the planting scales, the marketing ability of the company, the information service, and the adoption cost affect the adoption of the detoxicated strawberry seedlings to some extent.3. According to the production and marketing in Rugao city, the model of cooperation among the company, the strawberry association and the fanner households has obvious result in spreading high-valued crops. The company can get more stable and cheaper raw material with less trade cost, and farmers do not need to worry about technical and marketing issues.4. There are also some problems to be improved in the model of cooperation among the company, the strawberry association and the farmer households.