The Farmers ’ Low Behavior and High Willingness of Safety Production: Taking the Mango Farmers in Hainan Province as An Example

The aim of this study was to provide a reference for how to popularize safety production behavior among farmers and improve the quality of ago-products in China. Using the theory of planned behavior and risk expectation, it analyzed the micro-data collected from mango farmers in Hainan province, and discussed the potential causes of the mismatch of the willingness and behavior of the farmers in safety production. The results showed that farmers have strong will and weak behavior in safety production. Importantly, only by taking realistic factors into consideration, farmers would choose to transform willingness into behavior. Through the empirical analysis, we found that behavioral attitude, subjective norms and perceptual control had significant positive effect on safety production willingness of farmers. In addition, behavioral attitude and subjective norms had significant positive effect on safety production behavior of farmers, while perceptual control had no such significant effect. Furthermore, the risks factors, including output risk, price risk and sales risk, were the key factors that blocked the transformation of farmers ’ safety willingness to their behavior.