Abstract:

Under the new situation of the rapid development of cultivated land circulation market and the accelerating process of deepening agricultural capital, different management methods and objectives have made new agricultural production and management entities (family farms, farmers' professional cooperatives, etc.) and small-scale traditional farmers in agricultural non-point source pollution. There are large differences in cognition and responsive behavior and capabilities to governance measures.Clarifying the cognition, willingness to participate and influencing factors of different types of agricultural production and management entities on the current agricultural non-point source pollution control measures is conducive to the "targeted control" of agricultural non-point source pollution. Based on the data of 711 farmers' questionnaires in 11 cities in Zhejiang Province, the binary logistic regression model was used to analyze the willingness and influencing factors of scientific fertilization of three types of agricultural producers. The research results showed that,there were differences among different agricultural production entities in Zhejiang Province in terms of policy cognition, environmental cognition and policy willingness, and the new agricultural production entities were higher than small farmers in terms of ecology, policy cognition and response willingness; the scientific fertilization willingness of agricultural production subjects was highly sensitive to ecological rationality and subsidy policies, and the influencing factors of different behavioral willingness had both commonalities and differences.

Key words: agricultural non-point source pollution, production subject, influencing factors, willingness to respond, Zhejiang Province