Investigation On Willingness To Pay For Tobacco Planting Insurance In Longyan City

China is the largest producer and consumer of tobacco in the world.As a risk transfer tool,tobacco planting insurance plays an important role in ensuring tobacco planting and income stability of tobacco farmers.To a certain extent,the willingness to pay for tobacco planting insurance reflects the tobacco farmers’ demand for tobacco planting insurance,which is a decisive factor for the future development of tobacco planting insurance.This paper takes tobacco planting insurance in Longyan City as the research object,and makes an investigation on tobacco planting insurance in four towns in two main tobacco planting counties in Longyan City by using conditional value evaluation method.By using correlation analysis,it was found that the age,the number of years of farming,the planting area of tobacco leaf,the cognition of disaster,the family income and the degree of understanding of tobacco planting insurance were related to the farmers’ willingness to pay.Furthermore,the COX proportional risk model is used to analyze and calculate the willingness of tobacco farmers to pay for tobacco planting insurance.It is found that in the aspect of individual characteristics of farmers,considering many factors,the age,education and years of farming of tobacco farmers are all related to their willingness to pay.In terms of family characteristics of farmers,family income is negatively correlated with their willingness to pay.For each increase of 5 mu of tobacco planting area,the willingness of tobacco farmers to pay for tobacco planting insurance is increased by 68.8%;in the aspect of risk cognition,losses occurred in the past five years.In the aspect of insurance cognition,the degree of understanding and satisfaction of tobacco growers’ insurance policy positively affected their willingness to pay,and their willingness to pay was increased by 32.3 per level of satisfaction.Measured by weighted average method and median method,the average willingness to pay per mu of tobacco planting insurance is 5.5.0-7.79 yuan,below current premium standard 10.8 yuan / mu.Based on the research and analysis,the paper puts forward some policy suggestions,such as expanding the policy propaganda way of tobacco planting insurance,perfecting policy system,reasonably determining the standard of premium subsidy,etc.Insurance companies should improve service quality to improve farmers’ willingness to pay,improve local tobacco planting insurance and play their risk management role in agricultural production activities.