Relationship quality in the vertical collaboration of vegetable farmers: evidence from the North China Plain

Yidan Gao ¹ Yixiang Zong ^1* Chen Qian ^2* Li Bai ¹ Junwei Ni ³

• ¹ College of Economics and Management, Hebei Agricultural University, Baoding city, China
• ² Institute of Agricultural Economics and Development, Chinese Academy of Agricultural Sciences, Beijing, Beijing Municipality, China
• ³ College of Agronomy, Hebei Agricultural University, Baoding, Hebei Province, China

Close collaboration between vegetable farmers and downstream stakeholders is crucial for integrating farmers into modern agricultural supply chains, helping them manage market uncertainties and improving their economic outcomes. Based on the Stimulus-Organism-Response (SOR) model and social embeddedness theory, this study analyzes how relationship quality influences vegetable farmers' participation in vertical collaboration, drawing on survey data from 1,014 farmers in the North China Plain. Using a moderated mediation effect model, our findings indicate that relationship quality significantly enhances farmers' willingness to engage in vertical collaboration, particularly in production contract arrangements. Furthermore, relationship quality promotes collaboration through enhancing farmers' perceived value, with the business environment significantly moderating this effect. Heterogeneity analysis reveals notable differences, particularly among Chinese cabbage growers and members of agricultural cooperatives, highlighting targeted opportunities for strengthening vertical collaboration. This study emphasizes the need for building robust interpersonal networks among farmers, creating a favorable business environment, optimizing collaboration mechanisms, and implementing targeted policies for different vegetable categories, thereby providing both theoretical insights and practical guidance for agricultural modernization.