Research On The Will Of Green Food Certification Of Agricultural Enterprises

In recent years,the living standards of urban and rural residents in China have been continuously improved with the rapid advancement of urbanization,industrialization,and agricultural modernization,and public demand for green,safe,and healthy agricultural products has continued to increase.Agricultural producers want to use the existing land to pursue greater output,as a result,some producers have added a large number of agricultural inputs during the production process,which has resulted in serious pollution of agricultural soil in China.China’s agricultural ecological environment is constantly being challenged,and the quality and safety of agricultural products have become more and more concerned and gradually become the focus of the society,and green food has developed well in recent years.Green food,as a brand of safe,high-quality,healthy agricultural products,has become an important part of the quality and safety system of agricultural products.It has been widely concerned,and in recent years,the development trend is good.The healthy development of green food requires the active certification of agricultural enterprises,which can standardize the production activities of agricultural enterprises and make them produce according to the standards of green food.At the same time,it can protect the interests of green food consumers,is conducive to the market supervision of governments at all levels.But it influenced by many factors,the situation of enterprise certification of green food is not optimistic.Therefore,studying the willingness of enterprises to certify green food has a vital role in the development of the green food industry.By reading a large number of documents and analyzing China’s and Tianjin city’s green food development and the status quo of enterprise certification,this study uses brainstorming method,with related experts to discuss and analyze the factors affecting the enterprise’s willingness to green food certification.It also adopts the fish bone analysis method to sort out the factors that affect the enterprise’s willingness to certify green food,and finally determine the factors that need to be discussed in this study to influence the enterprise’s willingness to certify green food.The questionnaire was designed according to determining influencing factors.After investigation,a large number of questionnaires were issued to collate the data.Descriptive statistical analysis was conducted on the basic characteristics of the enterprise,thecharacteristics of the enterprise’s leaders,the status of the enterprise’s perception of food safety,and the status of the enterprise’s certification.Next,establishing a regression model,do variable definition for the influencing factors of green food certification willingness in agricultural enterprises.This study uses regression analysis based on 11 variables,including enterprise scale,enterprise brand establishment,enterprise operation mode,leader age,leader education level,attention to the quality and safety of agricultural products,understanding of green food certification,consumer awareness of green food,consumer demand for green food,government regulation of green food market and the number of certified enterprises in the industry.The results of the study show that the business operation model,the degree of consumers’ awareness and demand,and the degree of government supervision of the market have a significant impact on the enterprise’s certification intention.In view of the above conclusions,this study proposes countermeasures and suggestions from the three levels of the enterprise,the government,and the consumers,in order to increase the enterprise’s willingness to certify green food,and thus promote the development of the green food industry.