Study on the Influencing Factors of Far-mers’Willingness to Transfer Information in the Production Process of Agricultural Products

Based on the survey data of Zhejiang Province, this paper makes an empirical analysis of the factors affecting farmers'willingness to transmit identity information of agricultural products,from three aspects: production background factors, environmental factors and information content. The study found that farmers'willingness to transmit identity information of agricultural products is generally weak. The background factors such as production purpose, family income and production types, and the environmental factors such as the knowledge about traceable information and acquisition technology, participation in cooperative or-ganizations and related training, as well as infor-mation content such as fertilizer sources, preserva-tion and use, production technology, product con-dition, treatment and epidemic prevention, etc., all have influence on farmers'willingness to transmit information.