Influencing factors of and driving strategies for vegetable farmers' green pesticide application behavior

At present, the phenomenon of excessive pesticide residues in vegetables is prominent, causing widespread concern among all sectors of society. Excavate the influencing factors in the farmers themselves, government, market and society that affect vegetable farmers' green pesticide application behavior, clarify the influence mechanism of influencing factors on vegetable farmers' green pesticide application behavior. The study includes two parts: First, Grounded theory is used to construct a conceptual model that illustrates vegetable farmers' green pesticide application behavior. The second part applies the structural equation modeling to verify the research hypotheses, and reveals various factors in vegetable farmers' green pesticide application behavior (GB). The Results: Behavioral attitude (BA) and behavioral feedback perception (BP) are precursor variables that determine vegetable farmers' green pesticide application motivation (GM), and thus affect vegetable farmers' GB. Government supervision and regulation (GR), and market adjustment guidance (MG) are external factors that regulate the strength of the relationship between GM and GB. It is necessary to further strengthen the reference and normative role of society in vegetable farmers' GB, and provide a driving strategy for vegetable farmers' GB. Thus, it can better improve the quality of pesticide application and ensure vegetable safety.