基于行为与意愿悖离视角的农户亲环境行为研究——以有机肥施用为例

作为一种亲环境的农业生产资料,施用有机肥可改善当前的农业环境污染现状.为探究农户亲环境行为与意愿悖离的原因所在,以有机肥施用为例,基于农户实地调查数据,运用二元Logistic模型,从认知特征、心理特征和外部情境因素,对导致农户在施用有机肥这一亲环境行为过程中所产生的行为与意愿的悖离现象背后的原因进行分析.结果表明:农户有机肥施用行为与意愿存在悖离,农户对有机肥了解情况、感知行为控制、社会责任感、社会规范、身体状况、文化程度、家庭收入、地块数和有机肥收益是该现象的成因.此外,进一步分析结果表明,对文化程度较高的农户而言,农业环境污染认知水平越高、农业环境污染对自身健康影响认知水平越高,其有机肥施用行为与意愿悖离的可能性越小;对较大年龄和女性农户而言,居住地与地块距离越远、地块周边交通状况越差,其有机肥施用行为与意愿悖离的可能性越大.据此提出应提升文化程度较高农户的整体认知水平、加强对施用有机肥的宣传、合理制定有机肥施用社会规范、加大对有机肥施用措施的补贴力度、在尽量照顾较大年龄和女性农户前提下调整耕地并进一步降低耕地细碎化程度等政策建议,以促进农户有机肥施用意愿向行为的转化.

Research on Farmers’ Pro-Environmental Behavior from the Perspective of Paradox Existing Between Behavior and Willingness: Taking the Organic Fertilizers Application as an Example

As an environmentally friendly means of agricultural production, applying organic fertilizer can improve the current situation of agricultural environmental pollution. In order to explore the reasons for the paradox existing between farmers’ pro-environmental behavior and willingness, taking the application of organic fertilizer as an example, based on the data of farmers’ field investigation, this paper uses binary Logistic model to analyze the reasons behind the inconsistency between the behavior and willingness of farmers in the process of applying organic fertilizer from the perspective of cognitive characteristics, psychological characteristics and external situational factors. The results show that there is a paradox existing between farmers’ organic fertilizer application behavior and willingness, and farmers’ understanding degree on organic fertilizer, perceptual behavior control, social responsibility, social norms, the body situation, educational level, family income, the block number of land and the income of organic fertilizer are the causes of this phenomenon. Besides, the results show that for some farmers whose educational level is higher, their cognitive level on agricultural pollution is higher and their cognitive level on agricultural pollution’s harm on their health is higher, the possibility of the existing of paradox between their organic fertilizer application behavior and willingness is lower. For some older farmers and female farmers, when their living place is further away from their land and their land’s transportation is worse, the possibility of the existing of paradox between their organic fertilizer application behavior and willingness is higher. According to these results, this paper suggests that we should improve the whole cognitive level of farmers whose educational level is higher, strengthen the propaganda of the application of organic fertilizer, make proper social norms about organic fertilizer’s application, increase subsidies for the application of organic fertilizers, adjust land under the situation that taking older farmers and women farmers into consideration, and then reduce the land’s fragmentation degree and other policy recommendations to promote the transformation of farmers’ organic fertilizer application willingness into behavior.