Affect The Agricultural Production Cooperatives In The Implementation Of Standardized Behavior Factors

Nowadays China's agriculture has entered structural adjustment era. Food quality and safety issue has become more and more important and draw great attention from people all around our country. As 'common language', agricultural standards can solve information asymmetry and improve market efficiency. Therefore, agricultural standardization plays key role in enhancing food quality and safety. While establishment of standards has already acquired big achievement in our country, implementation of agricultural standards develops comparatively slowly. As one of the most prosperous implementing body, cooperatives' implementing decisions and behavior on agricultural standardizaiton is vital for success of standardization process.Based on survey of 122 cooperatives in Zhejiang Province, this thesis carries out a detailed and thoroughgoing research on their current situation in standardization processes as well as the key elements influencing their implementing behaviors by statistic analysis methods and case study. In the theoretical party, the thesis first makes a thorough review of basic theories and research in correlative fields. Then the thesis theoretically analyzes implementing bodies' motivation, cost and benefit of standardization guided by institutional change theory. In the empirical analysis, the thesis sets up framework of empirical analysis after selecting eight factors, including land scale, downstream market, brand, utilization level of production capacity, satisfaction of price, technology, government promotion and control. The thesis then explores relationships between cooperatives' implementing behavior and influencing factors.The result of the research shows that four factors have significant impact on cooperatives' implementing behaviors. They are land scale, downstream market, and brand and utilization level of production. However, the other four factors do not significantly affect cooperatives' behaviors. They are capacity, satisfaction of price, internet technology, government promotion and control. The case study of Tongxiang Jiaobai cooperatives indicates that production technology has effect on cooperative's implementing behaviors. Moreover, cost of implementation is relatively small compared with benefit. Therefore cost dose not act as an obstacle in standardization process.The policy suggestions are generated in the last part of the thesis. Firstly, government should help to expand cooperatives' scale. Second, government should develop markets of new generation, for example, chain supermarket. Thirdly, advanced technology should be introduced and consumer education should be strengthened.