蔬果合作社农产品品牌化与农户农产品生产质量控制行为——影响机制与效应测度

为探索参与农民合作社与提升农户实施农产品质量控制行为之间的内在关联，基于山东省985户蔬果种植类农户调研数据，在采用层次分析法(AHP)测度农产品质量控制行为效能基础上，运用内生转换模型、中介效应模型分析合作社促进农户实施农产品质量控制行为的实现效果。结果表明:参与合作社有助于提升农户的农产品质量控制行为；拥有自主农产品品牌的合作社更注重社员的农产品质量控制行为；生产流程培训作为中介渠道提高了合作社实施农产品质量控制行为，但对非品牌合作社质量控制行为的中介效应不显著。最后提出加强合作社生产质量管理、鼓励合作社实施农产品品牌化，注重合作社流程管理培训等政策建议。

Fruit and vegetable cooperative agri-food branding and farmers' agri-food quality control behavior: Impact mechanism and effects assessment

In order to explore the intrinsic association between farmer cooperative membership and the improvement of farmers'' agricultural quality control behaviors, based on the survey data of 985 vegetable and fruit growing households in Shandong Province, this study utilizes the analytic hierarchy process(AHP)method to measure the agri-food quality control behaviors of surveyed farmers. Then this study uses the endogenous switching model(ESP)and the mediating effect model to analyze the effectiveness of cooperative in promoting Agri-food quality control behaviors. The results show that: Cooperative membership can help farmers to promote their Agri-food quality control behaviors. At the same time, cooperatives with their own agri-food brands pay greater attention to participation in farmers'' quality control behaviors. Furthermore, training in production management can play an intermediate role in promoting cooperatives to improve agri-food quality control behaviors, However, the intermediate effects on quality control behaviors of unlisted co-operatives are not significant. Finally, some policy suggestions, such as encouraging and guiding cooperatives to carry out the brand operation of agri-food, attaching importance to the supply of social services like cooperative process management training service, are put forward in this study.