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The Empirical Analysis on Farmers Participating in “Supermarket-Farmer Direct Purchase” Based on TPB

In: Liss 2014

Author

Listed:
  • Ya-li Niu

    (Shenyang Agricultural University)

  • Jing Zhou

    (Shenyang Agricultural University)

Abstract

Based on the TPB, this paper built a theoretical framework of farmers taking part in “SFDP” by introducing psychological behavioral characteristics, it also took farmers endowments, market opportunities faced by farmers and what services cooperatives provided and other factors into account. Then it made an empirical analysis on the influencing factors with field survey data and binary Logistic model. The results showed that farmer’s age, education level, product price fluctuate, product certification, whether cooperatives supervise and farmers’ psychological behavioral factors all had significant effects on farmers’ participating behavior. So, it proposed some policy recommendations to promote farmers’ enthusiasm to involve in “Supermarket-Farmer Direct Purchase”.

Suggested Citation

  • Ya-li Niu & Jing Zhou, 2015. "The Empirical Analysis on Farmers Participating in “Supermarket-Farmer Direct Purchase” Based on TPB," Springer Books, in: Zhenji Zhang & Zuojun Max Shen & Juliang Zhang & Runtong Zhang (ed.), Liss 2014, edition 127, pages 291-297, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-43871-8_44
    DOI: 10.1007/978-3-662-43871-8_44
    as

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