基于保护动机理论的农户亲环境行为影响因素研究——以秸秆处理为例
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摘要
基于陕、晋、甘、苏、皖五省1023户农户的调查数据,应用保护动机理论以秸秆亲环境处理为例研究农户亲环境行为的影响因素,采用结构方程模型验证各认知调节因子对农户秸秆亲环境处理行为的作用路径。结果表明:严重性、易感性、自我效能、反应效能对农户秸秆亲环境处理行为有显著正向影响;回报因子及反应成本对农户秸秆亲环境处理行为有显著负向影响。整体来看各正向认知调节因子对农户秸秆亲环境处理行为的影响程度排序为:自我效能>易感性>反应效能>严重性,反应成本对农户秸秆亲环境处理行为的影响程度略大于回报因子。此外,农户的家庭总收入及只从事农业劳动也显著正向影响农户的秸秆亲环境处理行为。
Based on survey data of 1,023 farmers in Shaanxi,Shanxi,Gansu,Jiangsu,and Anhui provinces,we applied protection motivation theory to study the influencing factors of farmers pro-environmental behavior,structural equation model to analyze the influence of direction and degree of action of cognitive adjustment factors on straw pro-environment processing behavior. The result shows that severity,vulnerability,self-efficacy and response efficacy have a significant positive impact on straw pro-environment processing behavior. The reward factors and reaction cost have a significant negative effect on straw pro-environment processing behavior. Overall,the degree of influence of positive cognitive adjustment factors on the straw pro-environmental treatment behavior is: self-efficacy > vulnerability > response efficacy > severity. The degree of impact of response cost on straw pro-environmental treatment behavior is slightly greater than the reward factors. In addition,the farmer's total household income and only agricultural labor also have a significant positive impact on straw pro-environment processing behavior.
Based on survey data of 1,023 farmers in Shaanxi,Shanxi,Gansu,Jiangsu,and Anhui provinces,we applied protection motivation theory to study the influencing factors of farmers pro-environmental behavior,structural equation model to analyze the influence of direction and degree of action of cognitive adjustment factors on straw pro-environment processing behavior. The result shows that severity,vulnerability,self-efficacy and response efficacy have a significant positive impact on straw pro-environment processing behavior. The reward factors and reaction cost have a significant negative effect on straw pro-environment processing behavior. Overall,the degree of influence of positive cognitive adjustment factors on the straw pro-environmental treatment behavior is: self-efficacy > vulnerability > response efficacy > severity. The degree of impact of response cost on straw pro-environmental treatment behavior is slightly greater than the reward factors. In addition,the farmer's total household income and only agricultural labor also have a significant positive impact on straw pro-environment processing behavior.
引文
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[23]张冕.企业建立绿色供应链的意愿:基于保护动机理论的实证研究[J].物流技术,2015(17):151-153.
[24]王青.基于TAM和PMT整合模型的电动汽车购买意向研究[D].北京:北京理工大学,2015.
[2]李昊,李世平,南灵,等.农户农药施用行为及其影响因素-来自鲁、晋、陕、甘四省693份经济作物种植户的经验证据[J].干旱区资源与环境,2018,32(2):161-168.
[3]陈雨生,朱玉东,张琳.农户环保型农资选择行为研究?-基于实验经济学[J].农业经济问题,2016(8):33-40.
[4]朱萌,齐振宏,罗丽娜,等.不同类型稻农保护性耕作技术采纳行为影响因素实证研究-基于湖北、江苏稻农的调查数据[J].农业现代化研究,2015,36(4):624-629.
[5]徐志刚,张炯,仇焕广.声誉诉求对农户亲环境行为的影响研究-以家禽养殖户污染物处理方式选择为例[J].中国人口·资源与环境,2016,26(10):44-52.
[6]朱靓.我国农作物秸秆焚烧屡禁不止的原因探究及对策分析[D].南京:南京林业大学,2016.
[7]韩枫,朱立志.西部生态脆弱区秸秆焚烧或饲料化利用选择分析-基于Bivariate-Probit模型[J].农村经济,2016(12):74-81.
[8]黄炜虹,齐振宏,邬兰娅,等.农户从事生态循环农业意愿与行为的决定:市场收益还是政策激励?[J].中国人口·资源与环境,2017,27(8):69-77.
[9]颜廷武,张童朝,何可,等.作物秸秆还田利用的农民决策行为研究-基于皖鲁等七省的调查[J].农业经济问题,2017(4):39-48.
[10]李国志.农户秸秆还田的受偿意愿及影响因素研究-基于黑龙江省806个农户调研数据[J].干旱区资源与环境,2018,32(6):31-36.
[11]王舒娟.小麦秸秆还田的农户支付意愿分析-基于江苏省农户的调查数据[J].中国农村经济,2014(5):74-85.
[12]吴雪莲,张俊飚,丰军辉.农户作物秸秆市场流通的参与意愿及其影响因素[J].干旱区资源与环境,2017,31(2):79-84.
[13]蒋磊.农户对秸秆的资源化利用行为及其优化策略研究[D].武汉:华中农业大学,2016.
[14]田波,王雅鹏.农户秸秆资源化利用意愿及其驱动因素研究-以武汉市与长沙市为例[J].农村经济,2014(9):102-107.
[15]漆军,朱利群,陈利根,等.苏、浙、皖农户秸秆处理行为分析[J].资源科学,2016,38(6):1099-1108.
[16]黄武,黄宏伟,朱文家.农户秸秆处理行为的实证分析-以江苏省为例[J].中国农村观察,2012(4):37-43.
[17]Rogers R W,Deckner C W. Effects of fear appeals and physiological arousal upon emotion,attitudes,and cigarette smoking[J]. Journal of Personality&Social Psychology,1975,32(2):222-30.
[18]Maddux J E,Rogers R W. Protection motivation and self-efficacy:A revised theory of fear appeals and attitude change[J]. Journal of Experimental Social Psychology,1983,19(5):469-479.
[19]Schwartz S H. Normative influences on altruism[J]. Advances in Experimental Social Psychology,1977,10:221-279.
[20]Ajzen I,Brown T,Carvajal F. Explaining the discrepancy between intentions and actions:the case of hypothetical biasin contingent valuation[J].Personality and Social Psychology Bulletin,2004,30(9):1108-1121.
[21]Fornell C,Larcker D F. Evaluating structural equation models with unobservable variables and measurement error.[J]. Journal of Marketing Research,1981,18(1):39-50.
[22]罗威.中小企业税务风险管理意愿分析-基于保护动机(PMT)理论的实证研究[J].会计之友,2017(13):88-92.
[23]张冕.企业建立绿色供应链的意愿:基于保护动机理论的实证研究[J].物流技术,2015(17):151-153.
[24]王青.基于TAM和PMT整合模型的电动汽车购买意向研究[D].北京:北京理工大学,2015.