Research on the Influencing Factors of Farmers’ Happiness in Jiangxi Province

Last modified: May 31, 2022
Estimated reading time: 3 min
Project Title: Research on the Influencing Factors of Farmers’ Happiness in Jiangxi Province
Author: Mr. Pan Zhigao
Advisor: Dr. Zhang Li
Degree: Master of Business Administration (International Program)
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2021


Conference Proceedings
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020


Pan, Zhigao. (2021). Research on the influencing factors of farmers’ happiness in Jiangxi Province. (Master’s independent study). Bangkok: Siam University.


At the 19th National Congress of the Communist Party of China, General Secretary Xi Jinping proposed that “socialism with Chinese characteristics has entered a new era. The main contradictions in our society have been transformed into the contradictions between people’s increasing need for a better life and unbalanced and inadequate development.” The comprehensive and holographic nature of life raises new challenges for the needs of residents for a better life. GDP can only reflect the people’s living standards, it cannot effectively reflect their happiness index. The country is in a necessary period to solve “imbalanced and under-developed development.” Improving residents’ happiness is particularly significant in maintaining social stability and can help society with healthy and steady development. Improving residents’ happiness has become one of the goals of building a harmonious society. The study of happiness has a role in current social development evaluation and is a topic about the ultimate development goal of human society.

On the other hand, with General Secretary Xi’s “village revitalization” strategy, proposed at the 19th National Congress of the Communist Party of China, strengthened China’s investment in and it’s inclination to the “agriculture, rural areas and farmers” in terms of systems and policies, and gradually solved the “three rural areas” problem. The central government implemented the idea of “coordinating rural and rural development” and continuously introduced policies and measures. The appearance of China ’s rural economic life has changed a lot, and the gap between the urban and the city is gradually narrowing. So, what is the improvement in the quality of life of rural residents that is worthy of discussion? In academia, the influencing factors of residents’ happiness gradually expanded from different angles and entry points, from micro factors to macro levels, from material conditions to spiritual levels. Nevertheless, most of the researchers focused on urban residents or college students, the elderly, etc., and there are not many studies on the happiness of farmers. Therefore, this article built a set of subjective and objective index systems using the data of Jiangxi provinces of CGSS2015. The ordered-probit econometric model and the structural equation models were used to analyze the three dimensions of farmers’ happiness, examine the farmers’ happiness, its influencing factors, and provide relevant comments and suggestions to the government.

This study finally reached several conclusions. From the perspective of individual characteristics, the influencing factors of farmers’ happiness were significantly affected by age and marriage, while the variables of educational level and gender difference in the dimension of material conditions were that the effect on happiness was not significant. These variables indirectly affected happiness through income pairs. From the perspective of material conditions, this article found that the farmers’ personal annual income and family annual income differed from what was generally believed. It did not significantly affect the improvement of happiness. Only relative income and the number of happy houses objectively showed a significant positive impact. From the perspective of social support, although the overall social factors have less impact on farmers’ happiness than income, they also significantly affected the improvement of farmers’ happiness. Among them, social management, social security, and labor employment were the concerns of farmers.

The article’s conclusion showed the strategy of improving farmers’ happiness, accelerating the development of the rural economy and expanding the employment channels of farmers; creating an excellent public security environment; providing farmers with cultural literacy; and establishing a correct concept of happiness for farmers. These strategies, as a whole, improve farmers’ happiness.

Keywords: Rural revitalization, happiness, Ordered Probit model, CGSS data.

Research on the Influencing Factors of Farmers’ Happiness in Jiangxi Province

Master of Business Administration (International Program), Siam University, Bangkok, Thailand


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