Empirical Research on Factors that Influence the Behavior Decision of Repeated Seed Purchase for Farmers – Field investigation based on 519 vegetable farmers in Wuhan City

• Main Authors: Kang Guoguang, Cai Fang, Zhang Shengyong
• Format: Article
• Language: English
• Published: EDP Sciences 2015-01-01
• Series: SHS Web of Conferences
• Subjects: farmer; behavior decision; repeated purchase; vegetable growing
• Online Access: http://dx.doi.org/10.1051/shsconf/20151701002

This article makes an analysis on the factors and impact on decision of repeated seed purchase behavior for farmers by using the field investigation data from 519 vegetable farmers around Wuhan City and the binary Logit model and ordered Logit model. It is found from the research that: repeated seed purchase is a common phenomenon as 84% of sample farmers have this behavior: the factors, such as education degree, risk attitude, Perceived Value, seed quality, seed purchase convenience, relationship trust and obstacle transfer, will influence the behavior or willingness of farmers to repeatedly purchase the seeds. The farmers with higher education degree or risk preference are more willing to try out new varieties; Improving farmer’s Perceived Value for the purchased seeds and the trust in distributors, as well as the relatively high seed quality, will increase farmer’s willingness for repeated seed purchase; While the higher costs for information seeking, costs for technical study and other transfer obstacle factors have a significant prohibitive effect on the farmers to prevent them from purchasing new varieties of seeds, and they tend to make decision of repeated seed purchase.