基于计划行为理论的农户安全农产品供给机理探析  

Analysis of Farmer′s Behavior of Supplying Safe Agricultural Products Based on the Theory of Planned Behavior

作　　者：赵建欣[1] 张忠根[2] 

机构地区：[1]河北经贸大学商学院,河北石家庄050061 [2]浙江大学管理学院,浙江杭州310029

出　　处：《财贸研究》2007年第6期40-45,共6页Finance and Trade Research

基　　金：国家自然科学基金项目"产业化进程中蔬菜质量安全管理机制研究"(70673085);教育部人文社会科学重大研究项目"新农村建设的实践模式;制度创新与绩效评价研究"(06JJD810005)资助

摘　　要：农户的农产品供给行为直接关系到农产品质量安全,要从源头上解决农产品质量安全问题就必须认识和把握农户安全农产品的供给机理。文章基于计划行为理论,分析了影响农户安全农产品供给行为意向的行为态度、主观规范和控制认知,并结合目前农户的实际情况揭示了影响中国农户安全农产品供给行为的最终决定因素——预期收益、风险因素、制度环境、社会舆论和农户禀赋,在此基础上提出了以农户安全农产品供给为目标的政策建议。Farmers＇behavior of supplying agricultural products is a key factor for agri-food safety, so understanding the farmers＇ behavior is the basis of controlling the quality of agricultural products. Based on the theory of planned behavior, this paper analyzes the farmer＇s behavioral intention, attitude, subjective norms and perceived behavioral control. Meanwhile combined with practice this paper analyzes the vital factors such as profit, risk, institution, public opinion and farmer＇s endowments. Based on the above theory it also puts forward some suggestions on how to stimulate the farmers＇ behavior of supplying safe agricultural products.

关 键 词：农户行为 农产品 质量安全 

分 类 号：F323.5[经济管理—产业经济]