Abstract:

To promote the efficient development of green agriculture in Beijing, it is important to understand the willingness of farmers to green agriculture production and propose ways to promote it. This paper drew on the analytical framework of the technology acceptance model (TAM) and designed the influencing factors of willingness into two categories: farmers’ perception and policy factors. Using the survey data of 350 rural households in 10 districts of Beijing, the structural equation model (SEM) was used to systematically analyze the effects of farmers’ perceptions and policy factors on farmers’ willingness to green agriculture production and their relationship. The results show that: perceived usefulness and policy response have significantly positive impacts on farmers’ willingness to participate in green agriculture production; perceived ease of use affects the willingness through the mediating effect of perceived usefulness; and policy execution has an impact on the willingness through perceived ease of use, perceived usefulness and policy response. The comprehensive influence of each factor is compared. Based on the above analysis, path recommendations on enhancing Beijing farmers’ green agricultural production willingness are put forward: taking effective measures to improve farmers’ awareness of the usefulness and ease of use of developing green agriculture; scientifically formulating policies to improve their response effects; and strengthening the implementation of the policies and give full play to their effectiveness.

Key words: green agriculture, production willingness, technology acceptance model (TAM), structural equation model (SEM), farmers