Abstract:

Based on the institutional analysis and development framework (IAD) extended decision-making model, this study utilized survey data from 2 968 households in Zhejiang Province to analyze the impact of household characteristics, family conditions, external environment and market services, business rules, and reform cognition on the production behavior of leisure agriculture among farmers. The research showed that external environment and market services, business rules, reform awareness, and household head characteristics were significant factors affecting whether farmers engage in leisure agriculture production. Further analysis revealed that there were significant differences in the influencing factors between early and late engagement of farmers in leisure agriculture production; Early adopters were more concerned about the freedom of decision-making and income expectations in leisure agriculture production, while late adopters were more concerned about the completeness of leisure agriculture facilities and the convenience of obtaining subsidies. Therefore, differentiated guidance measures should be implemented according to time and place to promote the rationalization and high-quality development of leisure agriculture.

Key words: leisure agriculture production behavior, IAD extended decision model, Zhejiang Province, farmers