农户安全施用农药的意向表达及行为逻辑研究——基于Fishbein模型和五省986个农户的微观调查数据

Abstract:Agricultural products is the source of food supply chain，the quality and safety of it in relation to each person’s health and life safety. The ongoing food safety risk events push the security problems of agricultural products to the important issue，caused social widespread panic. The factors influencing the quality and safety of agricultural products is complicated. Pesticide unreasonable application was the threat of the quality and safety of agricultural products. For the above-mentioned recognition，the paper is based on Fishbein model of reasoned action，with household survey data from 986 farmers in Jiangsu，Shandong，Zhejiang，Heilongjiang and Henan Province. The structural equation model method is adopted to analyze，and seek to build a conceptual model which include pesticide residues perception，perceived risk，attitude，subjective norm and behavior intention. The results show that attitude towards pesticide application seriously influence behavior intention. Pesticide residues perception influence their behavior intention directly，meanwhile it act on attitude、subjective norm，and influence their behavior intention indirectly. There is a high correlation between perceived risk and pesticide residues perception. Subjective norms affect the personal attitude in a certain extent .On the basis of the conclusion，the article put forward the corresponding optimization path.

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