Adhering to large-scale agricultural operations is one of the basic ways to develop green agriculture, and it is also an inevitable choice for the development of modern agriculture in the country. Among them, as a major agricultural production province in China, the development of family farms in Heilongjiang Province has a significant impact on green agriculture. Based on the theory of planned behavior (TPB), this study takes the 222-demonstration bases of family farms evaluated in Heilongjiang Province in 2019 as samples and constructs a structural equation model (SEM) to discuss the influence of participation in the family farms in green agricultural production financing behavior in-depth based on directional design, distribution, recycling, and sorting out questionnaires. The research found that the financing willingness of the farmers is determined by the attitude, subjective norms, and perceived behavior system of the family farm manager, and the financing willingness of the farmers and perceived behavioral control are determined by the financing behavior of the farmers. Among them, attitudes, subjective norms, and perceived behavioral control have a significant positive impact on financing intention and have a further effect on financing behavior. Financing willingness and perceived behavioral control have a direct effect on financial behavior and have a significant positive effect on it. This article aims to improve and enhance the financing environment for family farms to participate in green agriculture, to increase the enthusiasm of the new agricultural operators to participate in green agriculture.
Keywords: SEM; family farm; financing behavior; green agricultural production; theory of planned behavior.
Copyright © 2021 Wang, Zhong, Guo and Fu.