地理标志认知对农户安全生产的影响研究以陕西“洛川苹果”为例

STUDY ON THE INFLUENCE OF GEOGRAPHICAL INDICATION COGNITION ON FARMERS' SAFE PRODUCTIONTAKING "LUOCHUAN APPLE" IN SHAANXI AS AN EXAMPLE

关键词:  地理标志认知  安全生产  行为意向  计划行为理论  结构方程模型

Key words:  geographical indication cognition  safety production  behavior intention  planning behavior theory  structural equation model

摘要:

目的 在地理标志使用地区，农产品质量普遍较高，农户安全生产表现较好，因此有必要分析地理标志认知对农户安全生产的影响。方法 文章采用陕西“洛川苹果”地理标志的实地调查数据，使用结构方程模型进行了实证分析。结果 （1）地理标志认知显著正向影响农户安全生产行为态度、知觉行为控制、主观规范以及行为意向，安全生产行为态度、知觉行为控制、主观规范显著正向影响行为意向；（2）安全生产行为态度、知觉行为控制以及主观规范分别对地理标志认知和行为意向起部分中介作用，中介效应最强的路径是“地理标志认知→主观规范→行为意向”。结论 农户地理标志认知一方面直接影响安全生产行为意向，另一方面通过安全生产行为态度、知觉行为控制以及主观规范间接影响行为意向。最后从政府、合作社和龙头企业以及农户3个层面提出提升农户地理标志认知与加强农户安全生产的对策建议。

Abstract:

In the regions where geographical indications are used, the quality of agricultural products is generally higher and the performance of farmers in production safety is better. Therefore, it is necessary to analyze the impact of geographical indication cognition on farmers' production safety. Based on the data from the field survey of Luochuan Apple in Shaanxi province, the structural equation model was used to make an empirical analysis. The results were indicated as follows. (1) Geographical indication cognition had a significant positive impact on farmers' work safety behavior attitude, perceived behavioral control, subjective norms and behavioral intention, while work safety behavior attitude, perceived behavioral control and subjective norms had a significant positive impact on farmers' behavioral intention. (2) Work safety behavior attitude, perceived behavior control and subjective norms played a partial mediating role on geographical indication cognition and behavioral intention, respectively. The strongest mediating effect path was "geographical indication cognition → subjective norms → behavioral intention". In summary, on the one hand, farmers' cognition of geographical indications directly affects their behavioral intention of work safety; on the other hand, farmers' behavioral intention of work safety is indirectly affected by their behavioral attitude of work safety, perceived behavioral control and subjective norms. Finally, from the government, cooperatives, leading enterprises and farmers three levels to improve farmers' awareness of geographical indications and strengthen farmers′ safety in production countermeasures and suggestions.