Research On Farmer’s Behavioral Path After Agricultural Material Product Harm Event

In recent years, the frequent happening of agricultural material product harm events exposes the great problem and shortcomings of agricultural material product and market. The agricultural material product harm event not only brings farmers a huge economic loss and psychological harm, also disrupt the specification and order of the market. Due to the relative chaotic environment of current agricultural materials market and the farmers’ low educational degree, most of the farmers, when facing the agricultutral material product harm event, would adopt such passive behavior as changing another brand or retailing store, or even keeing silence, which is really against protecting farmers’ legitimate interests, finding the serious problem in the quality of the product or service and healthy development of agricultural materials products and market. Therefore, it is necessary to know which kind of emotional and behavioral responses the farmers will adopt, and the formation of behavior path. Only in this way could the agricultural materials enterprise, retailers, government and other relevant stakeholders master the regular pattern of farmers’ behavioral responses, improve the ability to cope with the crisis event, take appropriate effective remedial strategy and reduce the negative impact.Based on the specific condition of rural communities in China, the research, starting from the reality of agricultural material product harm event, adopts grounded theory to explore and summarize the farmer’s negative emotional and behavioral responses, and then takes surveys with the farmers who have experienced the agricultural material product harm event in Hubei, Shandong, and Sichuan provinces. From the perspective of attribution, the research explores the formation of farmers’ behavior path, and then brings up the measures that the related mainbodies should take after the harm event, which enriches the product harm crisis theory and management research and provides reference and guidance for agricultural material enterprise, government, and retailers to deal with agricultural material product harm event correctly.The research includes five chapters in all. The first chapter is preface that gives a brief and systematic introduction of research background, aim, significance, method and structure, etc. The second chapter mainly introduces literature review and theory about product harm crisis, consumer’s emotional and behavioral responses and attribution, which lays the foundation for the study. The third chapter explains the research design, including thpothesis, questionnaire, sample selection and data-analysing method. The fourth chapter mainly analyzes the date, including descriptive statistic analysis, reliability and validity analysis and tests and verifys the farmer’s behavioral path after the agricultural material product harm event under four different kinds of attribution. The fifth chapter summarizes the conclusion, and offers the practical suggestions, the shortcomings and expectations for future study.The conclusions of this research are as follows. 1. When the farmers attribute the harm event’s responsibility to enterprise(retailers), they are more likely to be angry. The farmer’s anger positively influences their complaining behavior and partition behavior. 2. When the farmers attribute the responsibility to the government regulators, they are more likely to be helpless. Farmers’ helplessness will positively affect their collective behavior and inaction. 3. When the farmers attribute responsibility to climate or environment, they are more likely to be frustrated. Farmers’ frustration will positively influence their partition behavior and complaining behavior. 4. When the farmers attribute responsibility to their own choice, they are more likely to be regretful. The farmer’s regret will positively affect their complaining behavior and the partition.Based on the above conclusions, this research puts forward corresponding advice and opinions on how to avoid and handle the agricultural material product harm event from the perspective of agricultural materials enterprise, government and farmers.1.The government should strengthen the construction of agricultural materials market, build quality and safety traceability system of agricultural material products, set up agricultural service mechanism to help farmers solve agricultural material product harm event. 2. Agricultural material product enterprises should strengthen their own management, especially the good product quality, be timely and effective to handle agricultural material product harm event, and alleviate the negative emotions and behavior of farmers. 3. Farmers should improve their agricultural materials professional knowledge, choose and buy regular agricultural materials brand products; correctly understand agricultural material product harm event and reasonably channel their emotions and behaviors.