Study On The Farmers’ Adopting Intention Of Organic Production In Key Ecological Function Areas And It’s Influencing Factors

The implementation of green production methods is a necessary condition for achieving green development.As a promising agricultural green production method,organic production has been paid more and more attention by government decision-makers and environmentalists.Although the excellent ecological environment of key ecological function areas is suitable for the implementation of organic production,and many local governments in such ecological function areas have introduced and implemented organic production,they also face challenges while meeting the opportunities,and need to introduce policies to promote farmers to adopt organic production.However,there is a lack of discussion on this scientific issue.Based on reviews of farmers’ organic production adoption intentions and other related literature,this thesis constructs an extended theoretical model and research hypothesis of farmers’ organic production adoption intentions and its influencing factors based on the theory of planned behavior,and designs its measurement scale.Then,the farmers in Guzhang County,Baojing County,Yongshun County and Huayuan County,which are located in the ecological function area of biodiversity and soil and water conservation in Wuling mountain area,one of the national key ecological function areas,are selected as the research objects,and the questionnaires are used to collect the data.Using structural equation model and other methods to explore the adoption intention and its influencing factors of organic farmers and conventional farmers,and combining with the correlation analysis of farmers’ background factors and indirect influencing factors of adoption intention,the key influencing factors of farmers’ adoption intention of organic production in key ecological function areas were determined.The conclusions are as follows:(1)Organic farmers’ intention to adopt organic production is significantly higher than that of conventional farmers.The introduction of demonstrative norms can increase the explanation of farmers’ intention to adopt organic production.(2)Behavioral attitude,subjective norm and perceived behavioral control are the key direct factors affecting farmers’ organic production adoption intention,all of which have a significant positive effect on the adoption intention,among which behavioral attitude has the greatest impact on farmers’ organic production adoption intention.For organic farmers,behavioral attitudes and perceived behavior control are the key direct influencing factors of their adoption intentions,among which behavioral attitudes have the most significant impact on the adoption intentions;the key direct influencing factors of conventional farmers’ organic production adopting intentions are behavioral attitudes and subjective norms among them,the behavioral attitude has a more significant influence on its adoption intention.(3)The key indirect factors that affect farmers’ adoption intention of organic production are the cognition of organic production innovation attribute,environmental attitude,the importance of information search channels,satisfaction with existing organic production incentive measures and risk tendency.Among them,farmers’ cognition of organic production innovation attribute,environmental attitude and attention to information search channel have a significant positive impact on their behavior attitude,satisfaction with existing organic production incentive measures has a significant positive impact on their perceived behavior control,while risk tendency has a significant negative impact on their perceived behavior control.(4)Farmers who join farmer cooperative organizations and are party members and cadres are more satisfied with the existing organic production incentive measures.Among them,there may be a positive correlation between joining farmers’ cooperative organizations and conventional farmers’ attention to information search channels and compliance motivation,while there are differences between organic farmers and conventional farmers in the relationship between other background factors and indirect influencing factors of farmers’ adoption intention.For organic farmers,there may be a positive correlation between education level and annual net income and their cognition of organic production innovation attributes;the relationship between organic production years and their cognition of organic production innovation attributes is not a simple linear relationship,and organic farmers in the organic transformation period pay more attention to information search channels.For conventional farmers,education level may be positively correlated with their attitude towards environment and satisfaction with existing incentive measures for organic production;the number of years of farming may be negatively correlated with the perception of innovative attributes of organic production and satisfaction with existing incentive measures for organic production,respectively.In addition,the conventional farmers who have been farming for 4-10 years and 11-20 years have a more positive attitude towards the environment.This thesis puts forward five suggestions for the public sector to design support measures to promote organic production:(1)strengthen farmers’ awareness of organic production,and guide farmers to form a positive attitude towards organic production;(2)enrich information access channels,strengthen producer information flow network,and increase the availability of diversified information sources;(3)support technology research and promotion,strengthen the ability of farmers to resist production risks;(4)improve the financial payment policy,increase farmers’ perception and control of organic production,and promote the change of their organic production adoption intention;(5)promote the implementation of relevant laws and regulations to improve farmers’ satisfaction with incentives for organic production.