The Perception of the National Traceability Platform among Small-Scale Tea Farmers in Typical Agricultural Areas in Central China

Abstract

As one of the key technologies to ensure the safety of agricultural products, the national traceability platform is being widely promoted in China. However, it has not yet been widely adopted among farmers, especially small-scale farmers. Farmers are both producers and direct participants in the traceability of agricultural products. Their perception directly affects the effectiveness of the promotion of the national traceability platform. This study explores the perception of the national traceability platform among small-scale tea farmers in typical agricultural areas in central China. This research employed Q methodology, an approach that integrates both qualitative and quantitative data allowing individuals’ subjective understandings of a specific topic to be studied. The Q-sort procedure was performed in the field with 16 small-scale tea farmers. Next, Q-factor analyses were conducted using the Ken-Q analysis. The results show that small-scale tea farmers have different perceptions of the national traceability platform. Their main characteristics are active participation, resistant participation, risk aversion, and being driven by pressure. These four categories covered 52% of the perceived variance. Meanwhile, there is also a degree of internal consistency in the perception of small-scale tea farmers. Specifically, they are all concerned that participating in the national traceability platform may increase the cost and risk of cultivation and that it is difficult to obtain support from agricultural technicians. Therefore, understanding the perceptions of tea farmers of the national traceability platform is the premise for formulating effective promotion policies. Our research sheds light on the decision-making mechanisms for small-scale tea farmers to participate in national traceability platforms, further expanding the scope of current research on farmer behavior. This research has reference significance for promoting national traceability platforms in China and other countries around the world.