绿色认知视角下农户绿色技术采纳意愿与行为悖离研究

doi:10.18402/resci.2017.08.13

摘要/Abstract

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

余威震, 罗小锋, 李容容, 薛龙飞, 黄磊. 绿色认知视角下农户绿色技术采纳意愿与行为悖离研究[J]. 资源科学, 2017, 39(8): 1573-1583.

Weizhen YU, Xiaofeng LUO, Rongrong LI, Longfei XUE, Lei HUANG. The paradox between farmer willingness and their adoption of green technology from the perspective of green cognition[J]. Resources Science, 2017, 39(8): 1573-1583.

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类型	选项	样本量	百分比/%	类型	选项	样本量	百分比/%
年龄	30岁以下	6	2.14	种植规模	0.33hm²以下	79	28.11
	30~40岁	11	3.91		0.33~0.67hm²	146	51.96
	40~50岁	65	23.13		0.67~1hm²	36	12.81
	50~60岁	123	43.77		1~1.33hm²	11	3.91
	60岁以上	76	27.05		1.67hm²以上	9	3.20
受教育年限	0~6年	110	39.15	农业收入占比	0~20%	157	55.87
	6~9年	123	43.77		20%~50%	75	26.69
	9~12年	44	15.66		50%~80%	24	8.54
	12年以上	4	1.42		80%~100%	25	8.90
性别	男	198	70.46	兼业情况	有兼业	160	56.94
	女	83	29.54		无兼业	121	43.06

变量名称	定义及赋值	均值	标准差	预期方向
有机肥技术采纳意愿与行为	意愿与行为是否悖离?是=1;否=0	0.63	0.48
农户绿色认知
农村生态环境污染感知	农村生态环境状况怎样?非常差=1;较差=2;一般=3;较好=4;非常好=5	3.37	0.96	-
农业生产资源浪费感知	农业生产资源浪费是否严重?完全不同意=1;不同意=2;一般=3;较为同意=4;非常同意=5	3.00	1.19	-
农村生态环境政策了解程度	生态环境保护政策了解程度?完全不了解=1;不了解=2;一般=3;比较了解=4;非常了解=5	3.10	0.96	-
化肥减量化行动认知	是否知道化肥减量化行动?是=1;否=0	0.41	0.52	-
绿色生产重要性认知	农业绿色生产重要吗?完全不重要=1;不重要=2;一般=3;比较重要=4;非常重要=5	4.01	0.72	-
农村生态保护责任意识	是否考虑保护农村生态环境?是=1;否=0	0.82	0.38	-
受访者个体特征
性别	男=1;女=0	0.70	0.46	+
年龄	以受访者实际年龄为准/岁	54.73	9.30	-
健康状况	很差=1;较差=2;一般=3;较好=4;很好=5	3.70	1.00	-
受教育水平	以实际受教育年限为准/年	7.36	3.44	-
从众心理	是否易受周围农户的影响?是=1;否=0	0.77	0.42	?
是否兼业	2015年受访者是否有兼业行为?是=1;否=0	0.43	0.49	+
生产经营特征
土壤肥力	较差=0;一般=1;较好=2	1.11	0.67	-
农业收入占比	2015年农业收入占家庭总收入的比重/%	0.29	0.28	-
种植规模	2015年家庭实际种植面积/hm²	0.53	0.44	+
技术采用偏好	主动采用=1;被动采用=0	0.27	0.45	-

变量类别	变量名称	系数	标准差	Exp（βi）
绿色认知	农村生态环境感知	-0.192	0.210	0.825
	农业生产资源浪费感知	-0.015	0.163	0.985
	农村生态环境政策认知	-0.710***	0.173	0.492
	化肥减量化行动认知	-0.936***	0.315	0.392
	绿色生产重要性认知	-0.507**	0.221	0.602
	农村生态保护责任意识	0.384	0.425	1.467
农户个体特征	性别	0.733**	0.343	2.081
	年龄	-0.030*	0.018	0.970
	健康状况	-0.005	0.163	0.951
	受教育水平	-0.050	0.046	0.951
	从众心理	-1.322***	0.411	0.267
	技术采用偏好	0.385	0.343	1.470
生产经营特征	土壤肥力	-0.547**	0.240	0.579
	农业收入占比	-0.847	0.594	0.429
	种植规模	1.702***	0.605	5.484
	是否兼业	-0.248	0.328	0.781
-2倍对数似然值			285.592
卡方检验			84.773***