社区支持农业中的信任机制探赜

Research on Trust Mechanism in Community Supported Agriculture

信任是社区支持农业产生的基础,信任也是社区支持农业持续发展的不竭动力。以人际信任和制度信任这两种经典信任类型与信任发展三阶段理论为基础,通过典型案例分析信任在社区支持农业中的具体运作机制。研究结果表明:社区支持农业的信任机制存在建立、存续以及衰退三个不同阶段,且每个阶段的信任主导机制不一样。在信任建立阶段,人际信任是社区支持农业的启动机制,其主要通过人际信任来触发CSA信任的建立,而影响因素通常是生产者个人魅力、人品、专业素养等;在信任存续阶段,人际信任与制度信任强化了维系机制,同时这一阶段其影响因素是生产者要与消费者多建立联系,邀请消费者参与农场活动,建立一定的信息公开制度、积极互动参与以及提供优质农产品质量保证;在信任衰退阶段,制度信任提供了修正机制,此时应该采取必要的措施增加消费者信任,如政府应该适时地介入,行业对此进行监管,维护好消费者的权益,通过共同协商的方式解决问题,重建信任。

Trust is the foundation and also the inexhaustible power for the sustainable development of the community-supported agriculture. Based on the two typical trust types, namely, interpersonal trust and institutional trust, and the three-stage theory of trust development, this paper analyzes the practical operation mechanism of trust in community-supported agriculture through typical cases. The results show that the trust mechanism of community-supported agriculture has three different stages: establishment, sustenance and recession, and the leading mechanism for each stage is different. At the stage of trust establishment, interpersonal trust is the initiating mechanism. It triggers the establishment of CSA trust through interpersonal trust, and the influencing factors mainly include personal charm, moral standing, and professional quality of an agricultural producers;At the stage of trust sustenance, interpersonal and institutional trust cement the maintenance mechanism. At the same time, influencing factors at this stage involve producers’ more frequent contacts with consumers, such as inviting consumers to participate in farm activities, establishing a public system for information disclosure, actively interacting with and assuring high-quality of agricultural products;At the stage of trust recession, institutional trust provides a correction mechanism,upon which necessary measures should be taken to increase consumer trust. For example, the government should intervene in time, the industry should play the supervisor role, so that the rights and interests of consumers can be protected and trust can be rebuilt through joint consultation.