This paper uses the Heckprobit two-stage econometric model to explore the influence mechanism of poultry farmers’ willingness and behavior regarding scale based on 269 household survey data in the hinterland of Jianghan Plain, China. The results show that (1) family endowments, social capital, economic capital, product market prediction, and major public emergencies are the main influencing factors for farmers to engage in poultry farming; (2) economic capital, policy guarantees, product market prediction, and major public emergencies are the main factors that influence the changes in farmers’ poultry breeding scale; and (3) sampled poultry farmers are inconsistent between their breeding willingness and breeding behavior in poultry decision-making and the factors that affect the willingness and behavior are varied. Based on these findings, this paper suggests that the government should pay attention to inducing corresponding assistance and subsidy policies, formulating financial support countermeasures, organizing training and exchange meetings of the breeding industry, and promoting poultry market informatization to help the poultry industry prosper.
Influencing Mechanism and Difference of Poultry Farmers’ Willingness and Behavior in Breeding Scale—Evidence from Jianghan Plain, China