What Is Farmers’ Level of Satisfaction under China’s Policy of Collective-Owned Commercial Construction Land Marketisation?

Abstract

The entry of collective-owned commercial construction land into the market is a major reform of China’s land management system, which will help promote the appreciation of rural land, establish a unified urban and rural construction land market, and help rural revitalisation and urban–rural integrated development. Based on the classic customer satisfaction index model, this study constructs a satisfaction model for farmers who enter the market with collective-owned commercial construction land. Farmers’ satisfaction is measured by 7 latent variables and the corresponding 22 observed variables, forming a causal chain containing 13 pairs of interactions. Taking as an example Dazu District of Chongqing City, one of the pilot areas where China’s collective-owned commercial construction land has come on the market, AMOS statistical analysis software is used to test the hypotheses. The research results show that: farmers’ information awareness has the greatest impact on farmers’ satisfaction; the higher farmers’ perceived quality is, the more they can improve their satisfaction; there is a significant relationship between farmers’ satisfaction, farmers’ complaints and farmers’ trust; and the three are closely related. Finally, based on the research results, we try to put forward targeted policy suggestions in order to provide a useful reference for government to push for the promotion of the collective-owned commercial construction land marketisation in other rural areas of China and its future improvement.