Seeds are often referred to as the “chips” of agriculture, which form the essential foundation for farmers’ production activities. In recent years, the Chinese government has launched the “Seed Industry Revitalization Initiative”, providing comprehensive policy support for the sector’s growth. However, as the seed market continues to expand, wheat farmers now face increasing challenges in selecting varieties due to the growing number of options available. Drawing from a survey of farmers in Gaomi City, this study delves into the intricacies of farmers’ purchasing decisions for wheat seed varieties. Research indicates that characteristics of wheat seed variety, policy environment, seed registration and market price significantly influence wheat seed variety selection in Gaomi City. Based on these findings, this paper proposes four key recommendations: 1) Implement stratified and categorized training to establish exemplary models; 2) Encourage farmers to adopt moderate-scale operations; 3) Enhance variety awareness and promote diversified dissemination channels; 4) Optimize government policies to strengthen policy effectiveness.
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