Are Small and Medium-Scale Farmers Willing to Participate in the Construction of Regional Agricultural Brands?

CHEN Xiao-qiu; QI Wen-e

doi:10.3969/j.issn.1008-2697.2025.06.008

Abstract：Based on the data of 339 litchi-growing households across 5 counties/cities in Guangdong Province in 2020,this study employed the structural equation modeling software SmartPLS 3.0 to analyze how farmers'factor inputs,industrial attitudes,and livelihood dependence affect their willingness to participate in regional agricultural product brands.Additionally,mediating and moderating effect models were constructed to further explore the potential pathways of these influences.The results showed that planting scale had a significant"threshold effect"on farmers'willingness to participate:farmers with more than 10 mu of land showed significantly higher investment willingness than small-scale farmers with 10 mu or less.Farmers'industrial attitudes,knowledge capital investment,and brand awareness had significant positive impacts on their willingness to participate,while livelihood dependence had a significant negative impact.Brand awareness partially mediated the relationships between knowledge capital investment,industrial attitudes,and willingness to participate.Government support did not show a significant moderating effect between brand awareness and willingness to participate.Based on these findings,this study proposes suggestions such as constructing a"scale-led+gradient linkage"brand co-construction system,building modular technical training and online knowledge sharing platforms,establishing risk guarantee mechanisms like guaranteed-price purchase of branded products,and optimizing the publicity and implementation mechanisms of government support policies.These measures aim to comprehensively promote the construction of regional brands in the litchi industry and enhance the effectiveness of linking and benefiting farmers.