Intentions of Farmers to Renew Productive Agricultural Service Contracts Using the Theory of Planned Behavior: An Empirical Study in Northeastern China

Maintaining stable linkages between farmers and APS service providers is conducive to cutting transaction costs, increasing organizations’ willingness invest in the long term motivation innovate on their own, improving agricultural production resource use efficiency, safeguarding farmers’ welfare national food security. The of renew contracts a key factor long-term partnerships. Based research data from Northeast region 2018, this study uses Theory Planned Behavior (TPB) construct two-stage decision-making framework for contracting-renewal determine how process influences formation willingness. Heckman model applied. results indicate that mechanism formed accordance with TPB’s conceptual analysis dual logic “stimulus” “constraint”. In first stage, individual family characteristics have significant influence contracting behavior. second three exogenous latent variables, behavioral attitudes, perceived control, subjective norms, better explanatory role APS. stronger control generated by during process, more pronounced attitudes were, inducement service. findings suggest governments should strengthen outreach improve regional economy natural environment. Overall, helps uncover farmer’s TPB provide an empirical basis promote development.