基于计划行为理论的果农无公害种植行为的作用机理分析——来自山东省16个地市(区)苹果种植户的调查

Analysis of Workable Mechanism on Behavior of Fruit Grower Planting Pollution-free and High Quality Apple Based on the Theory of Planned Behavior:Evidence from Field Investigation of Apple Growers from 16 Cities in Shandong Province

本文基于山东省16个地市479户果农的调查数据,运用Logistic模型和Interpre-tive Structure模型分析了影响果农种植无公害优质苹果行为实施意愿的主要因素及其作用机理。研究结果表明,种植者文化程度、种植规模、种植方式、专业化程度、行为态度、对化肥农药安全使用的认知程度、对农药残留危害的认知程度和果品营销企业是否对收购的苹果进行严格的分级与检验8个因素对种植无公害优质苹果行为实施意愿有显著正影响;适当扩大种植规模、积极创建标准化示范园是优化果农种植质量行为的一条切实有效途径。

This paper use logistic model and Interpretive Structure model to analyze the main influencing factors and Workable Mechanism on behavior and willingness of fruit grower planting pollution-free and high quality apple based on 479 survey data in Shandong province.The results showed that: planter's education level,planting scale,planting pattern,specialization degree,behavioral attitude,cognitive degree on safety use of fertilizer and pesticide,cognitive degree on pesticide residue and weather or not carrying out strict grading and inspection of apple purchase are important factors positively influencing on the behavior and willingness of fruit grower planting pollution-free and high quality apple.Appropriately expanding the planting scale and actively creating standardized demonstration garden is an effective way to optimize quality activities of fruit grower planting.Finally,some corresponding suggestions are put forward about how to promote fruit grower planting pollution-free and high quality apple.