资源科学 ›› 2017, Vol. 39 ›› Issue (8): 1573-1583.doi: 10.18402/resci.2017.08.13

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绿色认知视角下农户绿色技术采纳意愿与行为悖离研究

余威震1,2(), 罗小锋1,2(), 李容容1,2, 薛龙飞1,2, 黄磊3   

  1. 1. 华中农业大学经济管理学院,武汉 430070
    2. 湖北农村发展研究中心,武汉 430070
    3. 香港中文大学(深圳)经管学院,深圳 518000
  • 收稿日期:2017-03-29 修回日期:2017-06-07 出版日期:2017-08-20 发布日期:2017-08-20
  • 作者简介:

    作者简介:余威震,男,浙江金华人,硕士生,主要研究方向为资源环境经济。E-mail:ywz2011@163.com

  • 基金资助:
    基金项目:国家社会科学基金重点项目(15AZD071)

The paradox between farmer willingness and their adoption of green technology from the perspective of green cognition

Weizhen YU1,2(), Xiaofeng LUO1,2(), Rongrong LI1,2, Longfei XUE1,2, Lei HUANG3   

  1. 1. College of Economics & Management,Huazhong Agricultural University,Wuhan 430070,China;
    2. Hubei Rural Development Research Center,Wuhan 430070,China
    3. The Chinese University of Hong Kong,Shenzhen 518000,China
  • Received:2017-03-29 Revised:2017-06-07 Online:2017-08-20 Published:2017-08-20

摘要:

在农业资源环境不断恶化的背景下,加快绿色技术的推广与应用,对实现农业绿色转型、增强农业可持续发展能力具有重要意义。本文基于湖北省武汉、随州、天门三市的281个农户的实地调研数据,利用Logistic-ISM模型分析了影响农户有机肥技术采纳意愿与行为悖离的因素,并进一步分析了各影响因素之间的逻辑层次关系。研究结果表明:①从Logistic回归结果看,农户在采用有机肥技术意愿与行为上发生悖离,在认知领域,主要是受性别、年龄、从众心理、土壤肥力、种植规模、生态环境政策认知、化肥减量化行动认知以及绿色生产重要性认知共八个因素的影响,证实了农户绿色认知差异是导致有机肥技术采纳意愿与行为悖离的重要原因之一;②从解释结构模型结果来看,生态环境政策认知、化肥减量化行动认知是表层直接因素,绿色生产重要性认知是中间层间接因素,性别、年龄、从众心理、土壤肥力以及种植规模是深层根源问题。

关键词: 绿色认知, 绿色生产技术, 采纳意愿, 采纳行为, Logistic-ISM模型, 湖北省

Abstract:

Under the context of deteriorating agricultural resources and environments,accelerating the popularization and application of green technology is of great significance in order to realize the green transformation of agriculture and its sustainable development. Based on household survey data for 281 farmers in three cities in Hubei province,China,we analyzed the factors affecting the paradox between willingness and behavioral adoption of organic fertilizer using Logistic-ISM modeling. We also analyzed the logical relationships between various influencing factors. We found that from the results of Logistic regression,the paradox between willingness and behavior for farmer organic fertilizer adoption is mainly affected by gender,age,herd mentality,soil fertility,planting scale,ecological and environmental protection policy cognition,fertilizer reduction action cognition and awareness of the importance of green production. Differences in green cognition between farmers is one of the important drivers of this paradox. From the results of interpretation structural model,ecological and environmental policy cognition and fertilizer reduction action cognition are direct influencing factors. Awareness of the importance of green production occupies the middle layer and plays an intermediary role. Gender,age,herd mentality,soil fertility and planting scale are core influencing factors.

Key words: green cognition, green production technology, adoption intention, adoption behavior, Logistic-ISM model, Hubei Province