内在感知、外部环境对农户绿色施肥技术采纳行为的影响研究  

Research on the Influence of Internal Perception and External Environment on Green Fertilization Technology Adoption Behavior of Farmers

作　　者：张化楠[1] 葛颜祥[1] ZHANG Hua-nan;GE Yan-xiang(College of Economics and Management,Shandong Agricultural University,Taian 271018,China)

机构地区：[1]山东农业大学经济管理学院,山东泰安271018

出　　处：《生态与农村环境学报》2023年第2期166-173,共8页Journal of Ecology and Rural Environment

基　　金：国家社会科学基金(19BGL171)。

摘　　要：作为化肥施用的决策主体,农户绿色施肥技术采纳决策和采纳程度受内在感知和外部环境的双重影响。系统分析农户绿色施肥技术采纳行为对推动农业绿色高质量发展具有重要的理论和现实意义。基于山东省苹果种植户680份实地调研微观数据,运用Heckman模型实证分析了内在感知和外部环境对农户绿色施肥技术采纳决策和采纳程度的影响及差异。研究结果表明:(1)农户对绿色施肥技术的采纳决策存在“高意愿、低行动”现象,且平均采纳程度不高;(2)技术感知显著正向影响农户绿色施肥技术采纳行为,经济价值对农户绿色施肥技术采纳行为的影响明显大于社会价值和生态价值;(3)表征外部环境的指令性规范和示范性规范均显著正向影响农户绿色施肥技术采纳决策,生态补偿对其采纳程度具有显著影响。因此,为激励农户绿色施肥技术采纳行为的积极性和主动性,应加大绿色施肥技术的宣传教育,积极培育新型农业经营主体,提高农户采纳绿色施肥技术的内在动力。As the decision-making body of fertilizer application, farmers′ decision-making and degree of adoption of green fertilization technology are affected by internal perception and external environment. Systematic analysis on the adoption behavior of green fertilization technology of farmers has important theoretical and practical significance to the promotion of the green and high-quality development of agriculture and the ecological environment. Based on the micro data of field survey on 680 apple growers in Shandong Province, the Heckman model was used to empirically analyze the influence and differences of internal perception and external environment on farmers′ decision-making on the adoption of green fertilization technology and the adoption degree. The results show that: firstly, farmers have “high willingness but low action” on adoption of green fertilization technology, and the average adoption degree is not high. Secondly, technology perception has significant positive impact on farmers′ behavior on the adoption of green fertilization technology, and the influence of economic value on farmers′ behavior on the adoption of green fertilization technology is significantly greater than that of the social value and ecological value. Thirdly, the directive norms and exemplary norms representing the external environment have significant positive influence on the farmers′ decision on the adoption of green fertilization technology, and the ecological compensation has a significant impact on the adoption degree. Therefore, in order to encourage the enthusiasm and initiative of farmers to adopt green fertilization technology, the publicity and education on green fertilization technology should be enhanced, new agricultural business entities should be actively promoted, and the internal motivation of farmers on the adoption of green fertilization technology should be improved.

关 键 词：农户 内在感知 外部环境 技术采纳行为 Heckman模型 

分 类 号：X24[环境科学与工程—环境科学]