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”.
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Acknowledgments
The research reported in this paper was sponsored by the National Social Science Foundation of China: The research on the innovation and development of new rural economy organization (Grant. No.11BJY089).
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Niu, Yl., Zhou, J. (2015). The Empirical Analysis on Farmers Participating in “Supermarket-Farmer Direct Purchase” Based on TPB. In: Zhang, Z., Shen, Z., Zhang, J., Zhang, R. (eds) LISS 2014. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-43871-8_44
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DOI: https://doi.org/10.1007/978-3-662-43871-8_44
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