菜农质量安全行为实施意愿及其影响因素分析-湖南农业大学学报.PDF

( ) 2014 8 15 4 Journal of Hunan Agricultural University (Social Sciences), Aug. 2014, 15(4):13–20 DOI: 10.13331/ki.jhau(ss).2014.04.003 菜农质量安全行为实施意愿及其影响因素分析 ——基于计划行为理论和山东省 497 份农户调查数据 程琳，郑军* ( 271018) 摘 要9 497 5 22 65.20% 3 20 关 键 词 中图分类号F327 文献标志码：A 文章编号：1009-2013(2014)04-0013-08 Vegetable producers’ implementation desire for quality safety behavior and influencing factors: Based on theory of planned behavior and a survey of 497 farmers in Shandong province * CHENG Lin, ZHENG Jun (College of Economic and Management, Shandong Agricultural University, Tai’an 271018, China) Abstract: Based on the theory of planned behavior and the survey data of 497 vegetable producers in 9 cities of Shandong province, this paper analyzes the influencing factors of vegetable producers’ implementation desire for quality safety behavior by adopting the model of econometrics. The results show that 65.20 percent of interviewed vegetables producers are willing to carry out quality safety measures; three intermediate variables including behavioral attitude, subjective norm and perceived behavior control have significant positive effect on farmers’ implementation desire. Among them, behavior attitude has the greatest influence followed by subjective norm, and perceived behavior control has minimal impact. Further studies reveal that the vegetables producers’ behavioral attitude, subjective norm and perceived behavior cont