农村居民生活垃圾集中处理支付意愿研究——基于拓展计划行为理论  

The Study of Rural Residents’ Willingness to Pay for the Centralized Treatment of Domestic Garbage:Based on the Theory of Planned Behavior

作　　者：谢凯宁 李世平[1] 王瑛 XIE Kaining;LI Shiping;WANG Ying(College of Economics and Management,Northwest A&F University,Yangling Shaanxi 712100,China)

机构地区：[1]西北农林科技大学经济管理学院

出　　处：《生态经济》2020年第2期177-182,共6页Ecological Economy

基　　金：国家社会科学基金项目“基于社会规范和个人规范双重视角的农户亲环境行为的作用路径及提升机制研究”(17BJY067)

摘　　要：基于冀、甘、陕三省实地调研数据,构建了包含环境情感与环境认知的计划行为理论分析框架,并利用结构方程模型,分析农村居民的生活垃圾集中处理支付意愿的影响因素。结果表明:(1)环境情感、环境认知均对农村居民生活垃圾集中处理支付意愿具有显著影响,农村居民环境情感越强烈,环境认知水平越高,其生活垃圾集中处理支付意愿越强;(2)主观规范、态度、感知行为控制显著影响农村居民生活垃圾集中处理支付意愿;(3)农村居民的受教育程度也显著影响农村居民生活垃圾集中处理支付意愿。据此,建议政府与社会组织形式多样的主题宣教活动,增强农村居民对环境的热爱和向往,提高农村居民环境认知水平,提升其生活垃圾集中处理支付意愿。Based on the field research data of the three provinces of Hebei,Gansu and Shaanxi,this paper attempts to construct a framework of the Theory of Planned Behavior including environmental emotions and environmental cognition,and uses Structural Equation Model to analyze the factors of rural residents’collective treatment of willingness to pay.The results show that:(1)Environmental sentiment and environmental cognition have a significant impact on the rural residents’willingness to pay for centralized treatment,indicating that the stronger the environmental feelings of rural residents and the higher the level of environmental cognition,the stronger willingness to pay for centralized treatment of domestic garbage;(2)Subjective norms,attitudes,and perceived behavioral control significantly affect the rural residents’willingness to pay;(3)The educational level of rural residents also significantly affects the rural residents’willingness to pay.Based on this,it is recommended to organize various types of thematic activities to enhance the rural residents’love and yearning for the environment,improve the environmental awareness of rural residents,and increase their willingness to pay for the centralized treatment of domestic garbage.

关 键 词：环境情感 环境认知 生活垃圾集中处理 支付意愿 计划行为理论 

分 类 号：F323.22[经济管理—产业经济] X7[环境科学与工程—环境工程]