态度、信任关系对农户安全生产行为意向的影响

How Attitude and Mutual Trust Affect the Safe Production Behavioral Intention of Farmers

通过对湖北省荆州市、枣阳市和武汉市32位水稻种植户、乡村干部和农资店主的深入访谈,发现农户的行为意向在安全生产中发挥着主导作用。由于农户与消费者之间信任关系的割裂,农户与消费者在农产品安全的主观认同标准上存在差异,农户对从事安全生产阻碍因素的感知,会降低农户从事安全生产行为的意愿。

In this research, by/n-depth interviews with 32 rice farmers, rural cadres and agricultural shopkeepers in Jingzhou City, Zaoyang City and Wuhan City, Hubei province, it has found that the behavioral intention of farmers plays a leading role in safe production. That there are differences between farmers and consumers on the subjective identification standards of safety of agricultural products, which result from the segmentation of mutual trust among them, along with the perception of farmers on obstructive factors in the engagement of safe production, would reduce behavioral willingness of farmers on the engagement of safe production.