基于TPB-NAM整合的海洋水产企业亲环境意愿研究  

On the pro-environment willingness of marine fishery enterprises based on TPB-NAM integration

作　　者：秦曼[1] 杜元伟[1] 万骁乐 QIN Man;DU Yuan-wei;WAN Xiao-le(Management College,Ocean University of China,Qingdao Shandong 266100,China)

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《中国人口·资源与环境》2020年第9期75-83,共9页China Population,Resources and Environment

基　　金：国家自然科学基金项目“情境嵌入对涉海企业亲环境行为的影响机理与动态演化研究”(批准号:71804170),“数据驱动下海洋牧场资源环境承载力监测预警研究:模型和方法”(批准号:71874167),“‘技术-融资’双元驱动下海洋牧场多主体价值共创模型及机制研究”(批准号:71901199);国家社科基金重大项目“我国海洋牧场生态安全监管机制研究”(批准号:18ZDA055);教育部人文社会科学研究青年基金项目“情境嵌入对中国海洋产业集群生态合作绩效的作用机制研究”(批准号:17YJC790120)。

摘　　要：随着海洋生态文明建设被纳入海洋开发的总体布局,海洋生态保护、海洋产业转型升级已成为理论界及政府亟待解决的关键问题。海洋水产企业作为海洋第一产业转型的主要践行者,其亲环境意愿的驱动机理值得探究。将计划行为理论(TPB)和规范激活模型(NAM)相结合,从理性和道德两个方面共同解释海洋水产企业的亲环境意愿,是对传统TPB理论的拓展。通过对海洋水产企业进行调研获取221个样本数据,并进行结构方程模型(SEM)分析。结果表明:①行为态度、知觉行为控制、管理者个人规范正向影响亲环境意愿,其中行为态度路径系数最大,可见态度是一切行为意愿的根源,由于我国的水产企业起步晚,很多企业还没有践行亲环境行为,对其行为意愿的研究可作为后续行为研究的基础。②表象上看,主观规范与行为意愿之间并无直接关系,但这并不能说明社会压力在形成亲环境意愿中没有作用,深层次的原因在于主观规范的作用被行为态度、知觉行为控制和管理者个人规范所分解。③结果认知对主观规范、责任归属、行为态度以及管理者个人规范均有显著正向影响,可以认为结果认知是前因变量;同时,责任归属也正向影响管理者个人规范。基于以上结论并结合调研实际,提出对策建议:加强环保知识宣传教育,提升管理者环境认知;推动海洋先行标杆企业亲环境行为的示范作用,带动其他企业;加大政策支持力度,鼓励更多社会资本参与其中;加强制度保障,强化顶层设计;加强科技支撑并促进科技成果推广应用。With the construction of marine ecological civilization being integrated into the overall layout of marine development,the protection of marine ecosystem and the transformation and upgrading of marine industry have become key issues to be solved urgently by the theoretical circles and the government.The driving mechanism of the pro-environment willingness of marine fishery enterprises as the main player in the transformation of marine primary industry is worth exploring.Combining the theory of planned behavior(TPB)with the normative activation model(NAM)can jointly explain the pro-environment willingness of marine fishery enterprises from the rational and moral aspects and serve as an extension of the traditional TPB theory.The data of 221 samples were obtained through the investigation of marine fishery enterprises,and the structural equation model(SEM)was used in the analysis.The results showed that:①Behavioral attitude,perceived behavior control,personal norms of managers could positively influence the pro-environment willingness,with the behavior attitude path coefficient being the largest,so attitude could be considered as the root of all behavioral intentions.Due to the late start of China’s fishery enterprises,many enterprises have not practiced pro-environment behaviors,so the research on their behavioral intentions can serve as the basis for follow-up behavior research.②Superficially,there was no direct relationship between subjective norms and behavioral intentions,but this did not mean that social pressure did not play any role in forming pro-environment intentions.The deep reason was that the role of subjective norms was decomposed by behavioral attitude,perceptual behavioral control and personal norms of managers.③The result cognition had a significant positive influence on subjective norms,responsibility attribution,behavior attitude and manager’s personal norms,and the result cognition was the antecedent variable.At the same time,responsibility attribution also positively affected the per

关 键 词：海洋水产企业 亲环境 计划行为理论 规范激活模型 

分 类 号：X321[环境科学与工程—环境工程]