Study On The Influencing Factors Of Farmers’ Willingness To Purchase Policy Agricultural Insurance In Jilin Province

The "No.1 central document" from 2014 to 2023 put forward requirements for the development of policy oriented agricultural insurance in China to improve the operating mechanism of agricultural insurance,improve the level of security and enhance farmers’ willingness to purchase.Jilin Province has therefore issued the "Implementation Plan for Accelerating the High Quality Development of Agricultural Insurance in Jilin Province",proposing that by 2030,policy based agricultural insurance will achieve a win-win situation of efficient subsidies,guaranteed industries,affordable benefits for farmers,and sustainable institutions.According to statistics,the number of farmers purchasing policy based agricultural insurance in Jilin Province in 2022 was 2.79 million,accounting for only 39% of the total farmers.It can be seen that there is still significant room for improvement in the willingness of farmers to purchase policy based agricultural insurance in Jilin Province.How to enhance the willingness of farmers to purchase is an important issue that urgently needs to be solved.Therefore,studying the influencing factors of farmers’ willingness to purchase policy based agricultural insurance is of great significance for improving farmers’ purchasing enthusiasm and ensuring their benefits.This article summarizes the research achievements of previous scholars by reviewing domestic and foreign literature.At the same time,define relevant concepts and provide an overview of the theory.On this basis,analyzing the current development status of policy based agricultural insurance in Jilin Province,it was found that there are problems in terms of supervision,financial subsidies,insurance company claims procedures,and farmers’ enthusiasm for purchasing insurance.By drawing on previous research results and using the theory of planned behavior,the research hypothesis is established,and 13 indicators are selected for questionnaire design from three aspects: basic information of farmers,attitude and cognition to policy based agricultural insurance,and demand for policy based agricultural insurance.Selecting three representative national grain producing counties in Jilin Province as samples,620 questionnaires were distributed,with 606 valid questionnaires.Descriptive statistical analysis was conducted on the samples,and a binary logistic model was used to analyze the influencing factors of farmers’ willingness to purchase policy based agricultural insurance in Jilin Province.The results showed that the basic situation of farmers,their attitudes and cognition towards policy based agricultural insurance,and their demand for policy based agricultural insurance had a significant impact on farmers’ willingness to purchase.Based on the above research,it is proposed to establish a disaster risk prevention mechanism to ensure the efficient operation of agricultural insurance;Increase government subsidies and increase farmers’ purchasing enthusiasm;Strengthen government regulatory capacity and standardize insurance workflow;Simplify the claims process and improve the service quality of insurance companies;Intensify the promotion of agricultural insurance and guide farmers to consciously purchase insurance;Increase the types of agricultural insurance and promote the sustainable development of agricultural insurance;Improve the comprehensive quality of farmers and the quality of their insurance policies;Suggestions for improving farmers’ risk awareness and creating a high-quality insurance environment.To further meet the needs of farmers for policy based agricultural insurance,increase their willingness to purchase policy based agricultural insurance,and promote the high-quality development of policy based agricultural insurance in Jilin Province.