How Does Perceived Value Affect Cooperative Initiatives in Agricultural Organizations: Evidence from 247 Agri-Industrialized Unions

In China, an effective form of agricultural organization called agri-industrialized union (AIU) has been on the rise and is recognized as making a great contribution to rural revitalization. However, individual AIUs appear be conducted in different ways during their development. Some are successfully operated by active members cohesive combinations, while some fail because disconnection instability. The purpose this study encourage all take initiative act cooperatively ensure high-quality resource usage AIUs. Based theory planned behavior (TPB) perceived value, structural equation model was used examine main factors affecting members’ willingness cooperate Hebei Province. data collected from survey 247 indicated that behavioral attitudes subjective norms have direct impact cooperative initiatives. Perceived control indirectly affects management ability influences norms, interest–risk control, especially hierarchical governance groups. attitudes, stronger mixed-governance results research can provide recommendations for policymaking may help stable development