农户生物菌肥购买意愿及行为的影响因素研究*——基于山东省设施菜农的调研数据

THE INFLUENCE FACTORS OF FARMER′S PURCHASING INTENSION AND BEHAVIOR OF BIOLOGICAL FERTILIZER IN SHANDONG

关键词:  生物菌肥购买意愿购买行为Bivariate Probit模型影响因素

Key words:  bio bacterial fertilizer  purchasing intention  purchasing behavior  Bivariate Probit model  influencing factors

摘要:

［目的］生物菌肥对于土壤改良、环境改善、食品安全具有重要意义，但目前生物菌肥在整个肥料产业中所占份额较小，迫切需要探讨如何从农户角度提高生物菌肥的施用比例。［方法］基于设施蔬菜农户的数据，构建Bivariate Probit模型，对农户生物菌肥的购买意愿和行为的影响因素进行比较研究。［结果］农户的生物菌肥购买意愿和行为总体上呈现一致性，愿意购买的农户中有9777%的农户具有实际的购买行为； 但两者的影响因素有所差异，从差异因素来看，质量安全检测对购买意愿具有显著的正向影响，但对购买行为的影响并不显著； 农户文化程度、种植年限、对无公害、绿色、有机蔬菜的了解程度，经销商推荐，施肥指导对购买行为具有显著的正向影响。从共同因素来看，生态环境认知变量对购买意愿和购买行为影响不显著。［结论］要推广生物菌肥，需要进一步加强质量安全检测体系对农业行为的约束性，提升经销商的规范经营意识，采用集中招标等灵活的价格政策，提升农户的生态技能，并在保护生态环境方面出台更完善的农业绿色发展政策。

Abstract:

The bio bacterial fertilizer is significant to soil improvement, environment improvement and food safety. At present, the proportion of bio bacterial fertilizer in the whole fertilizer industry is small. Based on data from facility vegetable farmers, this study constructed Bivariate Probit model to study the influences of facility vegetable farmers′ purchasing intention and purchasing behavior of the bio bacterial fertilizer. The results showed that the purchasing intention and purchasing behavior of the farmers were complementary. But the influence factors were different. On one side, quality safety examination had a significant positive influence on the purchasing intention of the farmer′s bio bacterial fertilizer, while the influence on the purchase behavior not significant. Farmers′ education degree, planting years，awareness of the pollution free, green, organic vegetables, distributors′ recommendation and fertilization guidance had significant positive influence on purchasing behavior. On the other side, ecological environment cognition on the purchasing intention and purchasing behavior of the farmers were not significant. Therefore, in order to promote bio bacterial fertilizer, it is necessary to further strengthen the restriction of the quality and safety inspection system on agricultural behavior, enhance the distributors′ standard operating consciousness, adopt flexible price policies such as centralized bidding, improve farmers′ ecological skills and formulate a better policy on green development of agriculture to protect the ecological environment.