预期收益、可行能力对农户生态耕种采纳意愿的影响及其代际差异

利用江西省2 068份调研数据,借鉴目标设置理论,实证分析预期收益、可行能力对农户生态耕种采纳意愿的主效应和调节效应及其代际差异的影响。结果显示:(1)预期收益对农户生态耕种采纳意愿产生显著影响,高预期收益对农户生态耕种采纳意愿具有正向作用,而中等预期、低预期收益对农户生态耕种采纳意愿具有负向作用;而且预期收益对农户生态耕种采纳意愿的作用存在代际差异。(2)可行能力的提高对农户生态耕种采纳意愿具有正向影响,而且在其预期收益与生态耕种采纳意愿的关系中具有调节作用。因此,应鼓励农户进行生态耕种,并通过示范作用,强化对预期收益的认可;加大生态耕种的基本知识宣传和相关技能培训提升自身的可行能力;生态耕种的激励政策应体现差别化来适应代际差异需求。

Influence of Expected Benefits and Capability Approach on the Adoption Intention of Ecological Farming and the Intergenerational Difference

Abstract：Using 2068 survey data of Jiangxi province and the theory of goal setting for reference, this paper empirically analyzed the main effect and adjustment effect of expected benefits and capability approach on the adoption intention of farmers’ ecological farming and the influence of intergenerational differences. The results show that: (1) Expected benefits have a significant impact on farmers’ ecological farming adoption intention: high expected benefits have a positive effect on farmers’ ecological farming adoption intention, while low expected benefits have a negative effect on farmers’ ecological farming adoption intention; Moreover, there are intergenerational differences in the effect of expected benefits on the adoption intention of farmers’ ecological farming. (2) The improvement of the capability approach has a positive impact on the adoption intention of farmers’ ecological farming, and has a regulating effect on the relationship between their expected benefits and the adoption intention of ecological farming. Therefore, farmers should be encouraged to conduct ecological farming and strengthen the recognition of expected benefits through demonstration. Increase the basic knowledge of ecological farming publicity and related skills training to improve their own ability; the incentive policies of ecological farming should reflect the differences to adapt to the intergenerational differences.