Research on Constructing Green Food Traceability Information Management System from the Perspective of Farmers' Behavior

Abstract

Green food traceability applies IoT technology to the whole process of agricultural products from production to consumption, and provides a convenient way to build a healthy life through digital means. However, by the end of 2020, the land transfer rate in China was only 36%, and small farmers were still the basic unit of agricultural production. So farmers' behavior choice was the source guarantee of green food. By discussing farmers' behavior characteristics, behavior intention of implementing traceability control, key factors and formation motivation, a green food traceability information management system that farmers are willing to participate in and easy to operate is constructed. Realize the reduction of farmers' opportunism tendency, guide farmers to change the problems of “no standard production and blind investment in pesticides and fertilizers”, realize the quality control of green food source, promote the application of IoT technology in agriculture, and form a green food traceability system of “unified authority, interconnection, information sharing and efficient operation”.