A positive study on farmers´ cultivating willingness of edible fungus and the influencing factors: A survey to 213 farmers in Hubei province

This paper analyses the farmers´ willingness of cultivating edible fungus on the base of surveying 213 farmers in Hubei province. The paper discusses the influencing factors from the aspects of individual characteristic of farmers, attitude to benefit from cultivating edible fungus, perceived behavioral control, and subjective norm. And influencing factors are analyzed by running regression model. The results suggest that the factors of market of edible fungus, economic profitability, the responsibility of quality and safety, and farmers´ self-efficacy are positive to cultivating willingness, meanwhile, farmer´s age, technical barriers of trade(TBT) to edible fungus are negative to cultivating willingness.