关键词: 农超对接, 质量安全控制, 农户行为, 影响因素

Abstract: [Objective] To explore the influencing factors of farmers' quality and safety control behavior and find the efficient ways to promote farmers quality and safety control behavior. [Method] Binary Logit was conducted to analyze the influencing factors on farmers' behavior by employing survey from 484 cooperative members in Liaoning province. [Results] The farming number of the family,the importance of pesticides in rational use,expected price,understanding of Farmer-Supermarket Direct Purchase,farmers attendance in food safety training,supervision,and selling channels all have positive influences on farmers' quality and safety control behavior. [Conclusion] The following ways can be implemented to promote farmers' quality and safety control behavior:enhancing publicity,increasing farmers' food quality and safety awareness etc.

Key words: farmer-supermarket direct-purchase, quality and safety control, farmers' behavior, influencing factors