Study On Willingness Of Tea Cooperatives To Participate In Quality And Safety Certification Of Agricultural Products

China is a traditional tea country with a long history of tea culture.As early as 3000 years ago,tea was discovered by our ancestor shennong.Tea was first used as a medicine,and then gradually promoted as a beverage.With the development of social economy and the improvement of living standards,people's health awareness is also growing.Drinking safe and high-quality tea is an important part of People's Daily life.The current principal contradiction in our society is the good life is people's increasing needs and inadequate development imbalance between the contradictions,the tea quality and safety incidents in recent years deep hurt consumers,the tea quality and safety problems gradually become the focus of attention,yet it is to need to do is not very good guarantee the safety of tea,the tea quality and safety problem more and more prominent,the tea cultivation,many problems existing in the production,circulation and other links,such as pesticide residues,heavy metal exceeds bid and excessive additives,etc..Based on information asymmetry theory,transaction cost theory,externality theory and government regulation theory,this paper studies the willingness of tea cooperatives to participate in agricultural product quality safety certification by combining theoretical analysis and empirical research,taking jiangxi tea cooperatives as the research object.Through the literature analysis method,on the basis of previous studies,the author selected four categories as a total of 13 variables affect the tea cooperative influence factors of willingness to participate in the quality and safety of agricultural products certification,respectively is: cooperative characteristics(cooperative total assets,the cooperative level),cooperative management features(cultural level,mode of thinking,understanding safety agricultural products),the external environment characteristics(subsidy policy,sampling frequency,peer competition,whether exports),market expectations(expected cost,expected risk,and expected economic benefit and consumer expectations).The binary logistic model was constructed for empirical test.Through analysis,the author draws the following conclusions: first,on the whole,the average willingness of jiangxi tea cooperatives to participate in agricultural product quality and safety certification is relatively high.Second,as "economic man",willingness of cooperatives to certify the quality and safety of agricultural products is affected by internal and external factors.And its willingness to certify is more influenced by market expectations than by regulatory pressures.Thirdly,managers' level of education and thinking mode,policy subsidies,peer competition,economic benefit expectation and consumer expectation are positively correlated with cooperatives' willingness to participate in agricultural product quality and safety certification.The level,cost expectation and risk expectation of cooperatives are negatively correlated with their willingness to participate inagricultural product quality and safety certification,while the total assets of cooperatives,managers' understanding of safe agricultural products,sampling inspection frequency and whether or not to export have no significant influence on their willingness to participate in agricultural product quality and safety certification.In order to improve the willingness of tea cooperatives to participate in the quality and safety certification of agricultural products,improve the quality and safety level of tea on the market,and promote the development of tea standardization,the author puts forward the following countermeasures and Suggestions: Second,strengthen the training of cooperative managers.Third,we will increase policy support for cooperatives.Fourth,stabilize the expectations of cooperatives.Fifth,advocate green production methods and improve the quality of tea.