干旱区资源与环境2026，Vol.40Issue(3)：34-44,11.DOI:10.13448/j.cnki.jalre.2026.041
核心企业约束对农户质量安全行为意愿影响的实证研究
Impact of core enterprise constraints on farmers' willingness to adopt quality and safety practices:Evidences from fruit and vegetable growers in Jiangsu and Shandong provinces
摘要
Abstract
The quality and safety of agricultural products are the source and foundation of food safety,and they are also an important issue related to people's livelihood.How to fundamentally motivate farmers' enthusiasm and enhance their willingness to adhere to quality and safety standards in the agricultural product production process is of great significance for ensuring the quality and safety of agricultural products.Based on the Theory of Planned Behavior,this study introduces the core enterprise constraint variables to construct a research framework for analyzing farmers' willingness to engage in quality and safety behaviors.The structural equation model is used to empirically analyze the influencing factors and formation mechanism of farmers' willingness to engage in quality and safety behaviors.The results indicate that:Firstly,the constraints of the core enterprise,behavioral attitudes,subjective norms,and perceived behavioral control all significantly and positively impact farmers' willingness to engage in quality and safety behaviors,but their effects weaken successively.Secondly,the constraints of the core enterprise and the subjective norms not only directly promote the willingness of farmers to engage in quality-related behaviors,but also indirectly influence the willingness of farmers to engage in quality-related behaviors through their behavioral attitudes,and the mediating effect is significant.Finally,several solutions are proposed,including optimizing the design of the core enterprise's constraint mechanism,enhancing farmers' awareness,strengthening subjective norms,and strengthening perceptual behavior control.关键词
计划行为理论/核心企业约束/农户/结构方程模型/质量安全行为意愿Key words
Theory of Planned Behavior(TPB)/core enterprise constraints/farmers/structural equation model/willingness to engage in quality and safety behavior分类
管理科学引用本文复制引用
杨松,王爱峰..核心企业约束对农户质量安全行为意愿影响的实证研究[J].干旱区资源与环境,2026,40(3):34-44,11.基金项目
国家社科基金面上项目(21BGL177)资助. （21BGL177）
