中文摘要：

社会转型是一场复杂的制度变迁过程。经济制度转变包括正式制度约束和非正式制度约束的改变。新制度经济学认为，正式制度约束在制度形成和制度变迁中固然起主导作用，但道德文化、社会习俗等非正式制度约束在制度演进中的巨大影响亦不容忽视。本文主要从制度变迁角度阐述农户对道德与经济利益取舍时关于农产品质量控制行为的内在机理和互动关系，本文强调要大力发展和引入农民合作经济组织，依靠农户间互相监督作用；其次，要加强诚信道德体系建设和诚信道德教育；同时，还要建立和完善以农户为主体的农产品质量追溯体系；最后，需要加强对农产品销售中介组织的监管力度，以减少因中间流通环节的不道德行为而产生的农产品质量控制问题。

英文摘要：

Social change is not only a complex institutional process but also can induce a great changes of formal and non-formal institutions New Institutional Economist believe, although formal institutional constrains can play a very important role in the pro- cess of institutional formation and change,such as ethical cultural,social habits etc,the roles of these non-formal institutional constrains needn＇t be neglected. The study mainly focus on the control of farm product puality which was caused by the alternatives between ethical and economic benefit behavior used by farmer. The paper pointed out that what needs to be emphasized is that we should pay much more attention to establishment and improvement of rural cooperative economic organizations, and then establishment of truthful moral system, and product quality traceability system etc.