认知冲突视角下农户生物农药施用意愿研究——基于江苏639户稻农的实证  

A Study on Farmers Willingness of Biological Pesticide Application from the Perspective of Cognitive Conflict: An Empirical Analysis Based on 639 Rice Farmers in Jiangsu

作　　者：郭利京[1] 赵瑾[2] 

机构地区：[1]安徽财经大学经济学院,安徽蚌埠233030 [2]安徽科技学院管理学院,安徽滁州233100

出　　处：《南京农业大学学报（社会科学版）》2017年第2期123-133,共11页Journal of Nanjing Agricultural University(Social Sciences Edition)

基　　金：安徽省社会科学创新发展研究课题攻关项目"安徽农业生态经济发展战略研究"(2016CX024);安徽高校人文社科重点项目"低碳经济背景下安徽农作物秸秆资源化利用研究"(SK2015A307);安徽省社会科学规划项目"安徽农业面源污染负荷估算及治理研究"(AHSKQ2016D105)

摘　　要：基于认知冲突理论,以江苏省洪泽、海安、溧阳三县(市)639户稻农为样本,从农户个人特征和社会关系网络两方面分析了生物农药推广中农户认知冲突的形成原因,以及影响其生物农药施用意愿的因素。结果发现:(1)在农户个人特征方面,生物农药知识、知觉行为效能分别负向影响农户认知冲突,正向影响农户施用意愿;而价格差异敏感性则正向影响农户认知冲突,负向影响农户施用意愿;(2)在社会关系网络方面,社会规范认同负向影响农户认知冲突,正向影响农户施用意愿,而对同伴行为的预期则仅仅对农户生物农药施用意愿具有正向影响作用;(3)认知冲突通过生物农药知识、知觉行为效能对农户生物农药施用意愿影响起中介作用。研究深化了生物农药推广过程中农户认知冲突的形成原因,对提高公共部门和农药经销企业生物农药推广的有效性,激励农户生物农药施用意愿具有理论和实践意义。The present paper deals with the causes of farmers' cognitive conflict in biological pesticides promotion and the farmers' willingness of biological pesticide application factors from farmers' personal characteristics and social network aspects,taking 639 rice farmers of the main production in three cities—Haian,Hongze and Liyang—in Jiangsu Province as samples,and based on cognitive conflict theory. The results found:( 1) In the aspects of farmers' personal characteristics,biological pesticide knowledge and perceived behavioral effectiveness had negative impact on farmers' cognitive conflict,but positive impact on farmers' willingness,but the sensitivity of biological pesticide and chemical pesticide price difference had positive impact on farmers' cognitive conflict, but negative impact on farmers' willingness.( 2) In the social relation network,the social norm identity had a negative impact on the farmer's cognitive conflict,but a positively affected the farmers' willingness,and the expectation of peer behavior had positive effect on the willingness of farmers to use biological pesticides.( 3) Our study also confirmed that cognitive conflict influenced on farmers' willingness of biological pesticides application, through biological pesticide knowledge, and perceived behavioral effectiveness. The farmers' cognitive conflict causes were deepened in the process of bio- pesticide promotion,and our study has great theoretical and practical significance to the public sector and pesticide enterprises for improving the effectiveness and encouraging farmers' willingness to biological pesticide application.

关 键 词：认知冲突 生物农药 施用意愿 农户 

分 类 号：F323.22[经济管理—产业经济]