农户绿色农业生产意愿与行为的实证分析
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中央高校基本科研业务费专项“引导用语对环境友好行为的影响机制研究”(2019RW16);教育部人文社会科学项目“农村贫困地区创业行为的扩散机理与引导机制研究”(19YJA790101)。


An Empirical Analysis of Farmers’ Willingness and Behaviors in Green Agriculture Production
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    摘要:

    基于感知价值理论,利用河南省产粮大县的645户农户调研数据,采用结构方程模型,实证分析农户绿色农业生产感知价值的形成机理,系统研究农户感知价值对其绿色农业生产意愿与行为的影响。结果表明:(1)农户绿色农业生产行动逻辑遵循“感知价值→行为意愿→行为表现”路径范式,农户感知价值对其绿色农业生产意愿与行为具有直接和间接的显著影响,且感知价值对绿色农业生产意愿的影响程度最大。(2)农户感知利益和感知风险对其绿色农业生产意愿与行为具有直接和间接的显著影响,其中感知利益对农户绿色农业生产意愿的影响程度最大,感知风险对农户绿色农业生产行为的影响程度最大。这表明农户在做出真正决策时,其绿色农业生产感知风险的影响力大于感知利益的影响力。(3)农户绿色农业生产意愿与行为发生了悖离,政策变量对其具有显著正向调节作用,且激励型政策比约束型政策更能促进农户主动实施绿色农业生产行为。因此,政府应在宣传教育、技术创新、规模化生产、政策激励等方面加大力度。

    Abstract:

    This paper empirically analyzed the formation mechanism of the farmers’ perceived value of green agriculture production using the survey data of 645 households in Henan Province based on the Perceived Value Theory through the Structural Equation Model,and the impacts of the farmers’ perceived value on their willingness and behaviors of green agriculture production were systematically investigated.Results showed that:1)the action logic of farmers’ green agriculture production followed the path pattern of “perceived value → behavioral willingness → behavioral performance”.The perceived value was of direct or indirect significance on the production willingness and green agriculture behaviors,with the production willingness most influential.2)Farmers’ perceived benefits and perceived risks were of direct or indirect significance on their green agricultural production willingness and behaviors.The perceived benefits were most influential on farmers’ green agricultural production willingness,while the perceived risks most influential on farmers’ green agricultural production behaviors.These indicated that the perceived risks had greater influence than the perceived benefits in green agriculture production when farmers made decisions.3)When farmers’ willingness and behaviors in green agriculture production were inconsistent,policy variables had significant and positive regulating effects on them.Meanwhile,the incentive policy could promote farmers to actively implement green agriculture production behaviors more than the constraint policy.Thus,the government should intensify its efforts in propaganda and education,technological innovation,large-scale production and policy incentives.

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李明月,陈凯.农户绿色农业生产意愿与行为的实证分析[J].华中农业大学学报(社科),2020,(4):10-19

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  • 在线发布日期: 2020-07-06
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