基于计划行为理论的粮农质量安全行为实施意愿及其影响因素分析

粮农作为粮食供应链的源头,其质量安全行为直接决定了粮食的质量安全情况。文章基于山东省17地市627户粮农的问卷调查数据,首先运用Logit模型分析了影响粮农质量安全行为实施意愿的影响因素,再通过ISM模型进一步分析了各影响因素之间的逻辑关系和层次结构。分析表明:粮农的文化程度、家庭年收入、种植规模、专业化程度、行为态度、优良品种选用认知、农药化肥安全使用认知、病虫害生物防治认知、产地检验9个因素对其质量安全行为的实施意愿有显著影响。其中,行为态度、家庭年收入、产地检验是表层直接因素,优良品种选用认知、农药化肥安全使用认知、病虫害生物防治认知是中层间接因素,文化程度、种植规模、专业化程度是深层根源因素。因此,加快培育新型粮农、提高农民收入、适当扩大生产规模、加大宣传力度、加强产地检验是优化粮农质量安全行为的有效途径。

ANALYSIS OF THE IMPLEMENTATION INTENTION AND INFLUENCE FACTORS OF GOOD QUALITY SAFETY BEHAVIOR OF GRAIN FARMERS BASED ON THE THEORY OF PLANNED BEHAVIOR

As the source of grain supply chain, the quality safety behavior of grain farmers directly determines the quality and safety of grain. Based on survey data of 627 grain farmers of 17 cities in Shandong province, this paper analyzed the influence factors of implementation intention of the quality safety behavior of grain farmers using Logit model, and then discussed the logical relationship and hierarchy among the various factors through the ISM model. The results showed that the 9 factors, i. e. ,the culture degree, family annual income, planting scale, the degree of specialization, behavior attitude, fine varieties selection cognitive, chemical fertilizer and pesticide safety use cogni-tive, disease and insect pest biological control cognition, origin inspection test, had significant impacts on the imple-mentation intention of the quality safety behavior of grain farmers. Among them, behavior attitude, family annual in-come, the origin inspection were direct surface factors, while the excellent varieties selected cognitive, chemical fer-tilizer and pesticide safety use cognitive, biological pest damage prevention and treatment cognitive were middle-lev-el indirect factors. The cultural degree, planting scale, the degree of specialization were the deep root of factors. Therefore, it was an effective way to optimize the quality safety behavior of grain farmers by accelerating the cultiva-tion of new grain farmers, raising the income of farmers, enlarging the scale of production, intensifying propaganda support and strengthening the inspection of the origin.