Study on safety vegetable growing intention of farmers based on the theory of planned behavior

Based on the theory of planned behavior, this paper added the plant habit as a new variable and built the farmers’planting willingness model of safe vegetable by the investigation of 226 farmers in Hubei. The results showed that planting attitude, subjective norm, perceived behavioral control and plant habits had significant positive impacts on farmers’planting willingness of safe vegetable. In additional, planting attitude played mediating role in the relationship between subjective norms, planting habits and planting willingness. Constantly optimizing farmers’planting habits was an important way to improve farmers爷planting willingness of safe vegetable during the process of agricultural structure adjustment.