Divergence between Willingness and Behavior of Farmers to Purchase Socialized Agricultural Services: From a Heterogeneity Perspective of Land Scale

Abstract

The low-level dilemma of farmers’ Socialized Agricultural Services (SAS) purchases is a realistic problem facing the construction of socialized service systems in China’s major grain-producing areas. Existing research lacks the necessary attention on the decision-making mechanism of farmers’ purchases of SAS, resulting in a large gap between theoretical research and real-world problems. Based on the data of 638 households in China’s main grain-producing areas, this paper empirically analyzes the influence mechanism of heterogeneous land scale on deviation between farmers’ willingness and behavior to purchase SAS, and discusses the heterogeneity of the influence mechanism under different production links. The findings indicate that the degree of divergence between farmers’ willingness to purchase SAS and their behavior is large. (1) There is a significant threshold effect of land scale on the degree of divergence between farmers’ willingness and behavior to purchase SAS, and the threshold value is ten mu. The increase in land scale will significantly enlarge the divergence between small-scale farmers’ purchase willingness and behavior. However, it will significantly reduce the divergence between large-scale farmers’ purchase willingness and behavior. (2) From the demand side, household income and health will significantly reduce the divergence among farmers of different business sizes. Family burden and land fragmentation are essential factors affecting the degree of divergence of small-scale farmers, while education and the value of their own machinery significantly affect the degree of divergence of large-scale farmers. From the supply side, whether there are local suppliers and their matching degree with farmers significantly reduces the divergence among farmers of different business scales. However, small-scale farmers are more sensitive to the price and quality of agricultural services, while large-scale farmers have higher requirements for the degree of regulation of supplying agents. (3) There is heterogeneity in the influence mechanisms of divergence between farmers’ willingness to purchase SAS and their behavior under different product segments. In addition, our findings highlight how to realize the transformation from declarative preference to explicit preference in promoting farmers’ purchases of SAS.