基于调节聚焦理论的生物农药推广有效性研究  

Promotion Effectiveness of Biological Pesticide Based on the Regulation Focusing Theory

作　　者：郭利京[1] 王少飞[1] 

机构地区：[1]安徽财经大学经济学院,安徽蚌埠233030

出　　处：《中国人口·资源与环境》2016年第4期126-134,共9页China Population,Resources and Environment

基　　金：国家社科基金重大项目"建设以低碳排放为特征的农业产业体系和农产品消费模式研究"(编号:10ZD&031);安徽高校人文社会科学重点研究基地招标项目"低碳经济视角下淮河流域土地利用模式转变研究"(编号:SK2014A004);国家自然科学基金青年项目"纵向关联产业视角下猪肉价格形成与传递研究"(编号:71303002)

摘　　要：化学农药在提高单位耕地面积农产品产量和效益的同时,由于过量施用、利用效率低下等污染了生态环境、危害农产品安全和损害消费者健康等问题,而具有低残留、低污染和环境友好性优势的生物农药逐渐得到公共部门和业界的重视。但生物农药能否得到大范围推广和施用,关键在于能否改变农户的农药施用行为和农药生产企业的积极参与。由于生物农药施用涉及农户的当前利益和长期利益、个人利益和社会利益等相关因素,使农户的农药施用决策具有突出的心理距离属性。本文引入调节聚焦理论,建立了心理距离与农户农药施用决策和心理动机的关系,实证研究生物农药推广对农户农药施用决策、支付愿意(WTP)、农药生产企业态度和再次施用意愿的影响。结论如下:1施用生物农药给农户带来的收益是长期的、全社会的和不确定的,而多数农户农药施用决策所考虑的利益是当前的、私人的。因此,二者在心理距离、调节聚焦以及利益追求方面是不匹配的,这揭示了当前生物农药推广过程中出现的"叫好不叫座"的原因;2农药生产企业能够从生物农药推广中获利。如果生物农药推广得当,将会提高农户对生物农药以及农药生产企业的积极评价,其对生物农药的愿意支付价格和再次施用意愿也会提升;3调节聚集信息诉求和心理距离的匹配,对农户生物农药施用决策存在显著影响。当预防(或促进)聚焦信息诉求与近(或远)心理距离匹配时,农户对生物农药信息诉求的认同度较高,施用意愿也更高。因此,要提高生物农药的推广效果,针对农户农药施用决策具有近心理距离的特点,公共部门及农药生产企业在推广生物农药时应该强化预防聚焦信息,而弱化促进聚焦信息;此外,生物农药推广过程中,公共部门及农药生产企业也可以通过宣传策略,延长农户农药施用决策�The application of chemical pesticides in the improvement of the yield and efficiency of agricultural products has caused the problems such as the ecological environment pollution,the quality of agricultural products and the harm to consumers,due to the excessive use,low efficiency and other problems. Consequently,bio-pesticides were getting more and more attention by both public and manufactories,with the characteristics of low residue,low pollution and environmental friendly. But whether the biological pesticides can be used in a wide range of promotion and application,it is the key problem for the change of pesticide application behavior and the active participation of pesticide enterprises. Because of the application of biological pesticide related to farmers＇ current interests and long-term interests,personal interests and social interests,and other related factors,the decision of farmers ＇biological pesticide application has the prominent psychological distance. Based on regulation focusing theory,the relationship was established between the psychological distance and the farmers＇ pesticide application decision and psychological motivation,it studies that the promotion of biological pesticide impact on farmers ＇ decision to pesticide application,payment willingness（ WTP）,the attitude to pesticide enterprises,and re-application intention. The results showed that： 1 The benefits of the bio-pesticides application to the farmers are long-term,covers the whole society and are the uncertain,while the interests of the farmers＇ decision making are current and private.Therefore,they are not matched in the psychological distance,focus adjustment,and pursuit of interests. It reveals the phenomenon of＂attracting the public＂＂but not attracting a large audience＂in the process of the biological pesticide promotion. 2 The pesticide enterprises can profit from the promotion of bio-pesticides. If the biological pesticides can be extended properly,it will be improved in the farmers＇ positive evaluati

关 键 词：生物农药 调节聚焦理论 信息结构 心理距离 

分 类 号：F062.2[经济管理—政治经济学]