Research On The Impact Of Risk Perception And Social Trust On Farmers’ Willingness To Participate In Agricultural Insurance

Agricultural insurance is an important part of the rural financial service system,which plays the functions of dispersing agricultural risks,compensating for agricultural production and operation losses,stabilizing agricultural production and farmers’ income,and improving farmers’ welfare,and is an important part of the rural revitalization strategic policy support system.Under the guidance of social and economic promotion and national policies,the enthusiasm and participation rate of farmers participating in agricultural insurance have been greatly improved.While seeing that China’s agricultural insurance work has achieved good results,we should also clearly see that China’s agricultural insurance is still in a relatively preliminary stage of development,and the overall development level is not high enough.On the one hand,farmers’ willingness to participate in agricultural insurance is affected by the real social situation of social trust,and on the other hand,risk perception is the intrinsic motivation of farmers to participate in insurance.If a joint force can be formed,what kind of logical relationship does the two affect farmers’ willingness to participate in agricultural insurance? Answering these questions is of great significance to establish and improve policies,mechanisms and institutional systems to increase farmers’ income from the perspective of risk perception and social trust,and to promote farmers’ participation in agricultural insurance.Based on the research of previous scholars,relying on risk perception theory,social trust theory and insurance demand theory,combined with the current literature on agricultural insurance at home and abroad,this paper takes chrysanthemum growers as the survey object,and uses 386 micro-farmer survey data in Linzhou City,Henan Province to first analyze the development of chrysanthemum industry in Linzhou City and the personal characteristics,production and operation of chrysanthemum growers.Based on the influence of social trust on the willingness of agricultural insurance participation,the influence of risk perception,social trust and their interaction items on farmers’ willingness to participate in insurance is further analyzed.The results show that: risk perception and social trust both positively affect farmers’ willingness to participate in agricultural insurance,and social trust has a positive moderating effect on the influence of risk perception on agricultural insurance participation intention;In addition to risk perception and social trust,variables such as age,planting scale,and proportion of agricultural income are also important factors affecting the willingness of chrysanthemum growers to participate in insurance;There are differences in risk perception and social trust between different groups.Compared with age,risk perception is more significant among farmers with different agricultural income and different planting scales.The role of social trust is more pronounced in older and small-scale farmers.Based on this,effective countermeasures to enhance farmers’ willingness to participate in agricultural insurance are proposed: first,strengthen farmers’ experience of agricultural disasters,enhance risk awareness,and improve farmers’ risk perception.Second,create a social recognition mechanism conducive to agricultural insurance participation and strengthen interpersonal trust.Third,improve the government’s public services and effective supply,and enhance institutional trust.Fourth,improve the agricultural insurance system and increase the willingness of farmers to purchase agricultural insurance.