Research On Influencing Factors Of Quality Assurance Behaviors Of Cooperatives

In practice,some cooperatives fully have objective conditions for quality assurance,but they still have no quality guarantee.The instrument used by developed countries to control agri-food quality is mainly standard system certification.It is also the key to improving agri-food quality and solving agri-food safety issues in China.In addition to standard system certification,pesticide residue testing is also a quality assurance behavior.Three typical quality assurance behaviors including pesticide residue testing,green and organic food certification were studied in this paper.Based on a survey of 200 cooperatives,subjective thinking and objective factors influencing cooperative’s quality assurance behaviors were empirically tested by binary logistic regression model and structural equation model.In addition,agri-food certification is divided into low standard certification(pollution-free certification)and high standard certification(green and organic food certification).This article constructs a theoretical framework about the differences of low-high standard certification by cooperative.A binary logistic regression model is adopted to empirically analyze the different effects of distance,support and experience on different standard certification behavior.The results indicate that subjective thinking(attitude,perceived usefulness,ease of use and the sense of moral responsibility)significantly affect cooperative’s quality assurance behaviors.And some internal and external objective conditions of cooperative(scale,external pressure,sale distance,experience and supply chain)also have a significant impact.However,there is no significant association between educational level of cooperative leader and quality assurance behaviors.In addition,distance,support and experience have different effects on different standard certification behaviors.Finally,the results provide guidance for government to control agri-food safety.