核心企业约束对农户质量安全行为意愿影响的实证研究OACHSSCD

The quality and safety of agricultural products are the source and foundation of food safety,and they are also an important issue related to people's livelihood.How to fundamentally motivate farmers' enthusiasm and enhance their willingness to adhere to quality and safety standards in the agricultural product production process is of great significance for ensuring the quality and safety of agricultural products.Based on the Theory of Planned Behavior,this study introduces the core enterprise constraint variables to construct a research framework for analyzing farmers' willingness to engage in quality and safety behaviors.The structural equation model is used to empirically analyze the influencing factors and formation mechanism of farmers' willingness to engage in quality and safety behaviors.The results indicate that:Firstly,the constraints of the core enterprise,behavioral attitudes,subjective norms,and perceived behavioral control all significantly and positively impact farmers' willingness to engage in quality and safety behaviors,but their effects weaken successively.Secondly,the constraints of the core enterprise and the subjective norms not only directly promote the willingness of farmers to engage in quality-related behaviors,but also indirectly influence the willingness of farmers to engage in quality-related behaviors through their behavioral attitudes,and the mediating effect is significant.Finally,several solutions are proposed,including optimizing the design of the core enterprise's constraint mechanism,enhancing farmers' awareness,strengthening subjective norms,and strengthening perceptual behavior control.