Analysis of Farmers’ Cognition, Purchase Intention and Agricultural Insurance Development Status — Taking Yunnan Province as an Example

Agricultural insurance is a management method that effectively responds to agricultural risks and an effective way to protect agricultural production activities. At present, Yunnan Province has frequent natural disasters and severe economic losses, restricting the development of agriculture there. Farmers have limitations in their perception of agricultural insurance, affecting their willingness to buy and participate in agriculture as well as their desire to achieve stable income and increase and create income. Therefore, it is necessary to improve farmers' purchasing intention and participation behavior, understand farmers' purchasing needs and analyze influencing factors, so that agricultural insurance can play a key role. Based on the agriculture conditions of Yunnan Province, the development status of agricultural insurance in Yunnan Province, and farmers' cognitive behaviors, this paper analyzes from three aspects to find the factors affecting the development of agricultural insurance and the main reasons that hinder farmers' purchase intention, trying to use the thought of economics to analyze and explain their behavior, and putting forward feasible strategies to improve the development model of agricultural insurance in Yunnan Province.