Analysis of agricultural productive service outsourcing and cotton farmers’ cotton planting behavior

doi:10.14088/j.cnki.issn0439-8114.2021.05.033

Abstract

Abstract: Based on the theory of planned behavior, using the interview data of 1 036 farmers in Xinjiang Uygur autonomous region, this study analyzed the internal mechanism between agricultural productive service outsourcing and farmers’ willingness to plant cotton by using structural equation model. The results showed that the logic of farmers’ action in agricultural productive service outsourcing and cotton planting intention followed the path of “cognition-willingness-behavior”. Behavioral attitude, subjective norms and cotton planting policy had significant positive effects on the outsourcing tendency, and subjective norms had the largest promoting effect, while perceived behavioral control had negatively correlated with the outsourcing tendency. Cotton planting policy was conducive to promote the occurrence of cotton planting behavior, and indirectly induced the cotton planting behavior by mobilizing the outsourcing tendency of farmers. Outsourcing tendency had a partial mediating effect between their cognition and cotton planting behavior response, which affected farmers’ cotton planting intensity and driven cotton planting behavior.

Key words: planned behavior theory, willingness to plant cotton, production service outsourcing, structural equation model

CLC Number:

F326.12

LI Peng-cheng, MIN Yi-lan, MI Qiao, LI Xian-dong. Analysis of agricultural productive service outsourcing and cotton farmers’ cotton planting behavior[J]. HUBEI AGRICULTURAL SCIENCES, 2021, 60(5): 167-172.

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