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

Abstract

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