Identification of the Critical Factors for Farmers' Risk Cognition Ability to Quality and Safety

The TPB theory is used in this paper to identify the influencing factors of farmers' risk cognition ability. The data about impact degree of influence factors for farmers' risk cognition ability is obtained by the questionnaire survey. The DEMATEL method is employed to analyze the critical factors of farmers' risk cognition to quality and safety. The result shows that, the risk attitude of farmers' quality and safety, the expected income of farmers' safety technology, the government related training frequency, the degree of participation in the organization, the willingness to avoid the safety accident, the level of household income, and the pursuit of the safety of vegetables are critical influence factors for farmers' risk cognition ability.