Choice behavior of famers’ participation in vertical coordination of vegetable production and marketing—A case of vegetable growers in Sichuan

This paper studied the influencing factors of vegetable growers’ behavior in the process of vertical coordination of vegetable production and marketing. The results indicated that famers were active in longitudinal contract mode about vertical coordination of production and marketing. The growers’ willingness of participating in this mode was sighificantly influenced by many factors，including vegetable sales in time，growers，satisfaction to sales，distance to market，cultivation scale， vegetable sources，sales channels，selection factors of sales channels，concern about market information and the access to market informations and so on.