Is Willingness for Organic Agriculturepractice Adequate and Well-supported? Evidence from China Based on AMO Theory

Abstract

The Chinese government is promoting and publicizing organic farming to address the environmental problems that arise from using chemical materials in agriculture. Nevertheless, these promotions and propaganda are impractical at the current stage, and the willingness to adopt organic farming by farmers is unrevealed. This paper aims to investigate the main factors influencing the adoption of organic farming by developing a scale and conducting interviews through AMO theory. Twenty self-owned agribusiness owners from Anhui province were selected in our study, seven of whom were given in-depth interviewed and 13 of whom were given designed questionnaire. Through the research, we found that the participants had limited interest in organic agriculture and consistently believed that organic farming in China is only a public stunt. Participant indicates that the company's agriculture is not technologically advanced enough, and the cultivation method is mainly manual. The market for organic products is also quite scarce, and the willingness of consumers to buy organic products is extremely low. The reputation and certification process of organic certification organizations need to be improved.