Journal of Food, Agriculture and Environment
Vol 8,
Issue 3&4,2010
Online ISSN: 1459-0263
Print ISSN: 1459-0255
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Farmers’ purchase intention of agricultural machinery, an application of the theory of planned behavior in China
Author(s):
Jianying Feng,
Zetian Fu, Xiaoping Zheng, Weisong Mu*Recieved Date: 2010-07-09, Accepted Date: 2010-10-22
Abstract:This paper aimed at farmers’ purchase behavior for agricultural machinery in China, proposed a model of farmers’ purchase intention based on the theory of planned behavior (TPB), gained data from 12 provinces by questionnaire, adopted logistic regression to estimate the model. Research results reveal that significant factors influencing farmers’ purchase intention for agricultural machinery are educational level, income, governmental policy, attitude (cognitive component and affective component) and perceived behavior control (convenience), the effect extent and direction of these factors are discrepant. The results also prove TPB is an effective and valuable theory in studying farmers’ purchase behavior.
Keywords:Purchase intention,
farmers’ behavior, agricultural machinery, the theory of planned behaviorJournal: Journal of Food, Agriculture and Environment
Year: 2010
Volume: 8
Issue: 3&4
Category: Agriculture
Pages: 751-753
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