江苏农户参与绿色优质农产品基地建设的意愿与行为分析——基于TPB拓展模型  

Analysis of Jiangsu Farmers’ Willingness and Behavior to Participate in the Construction of Green High-Quality Agricultural Product Bases: Using the TPB Extended Model

作　　者：张瑞增 王玉玲 花茜[1,2,3] 施宇恬 姚瑶 唐若迪 ZHANG Rui-zeng;WANG Yu-ling;HUA Qian;SHI Yu-tian;YAO Yao;TANG Ruo-di(Jiangsu Academy of Agricultural Sciences,Nanjing 210014,China;Jiangsu Agricultural Green Development Research Association,Nanjing 210014,China;Jiangsu Green Food Office,Nanjing 210036,China)

机构地区：[1]江苏省农业科学院农业经济与发展研究所,江苏南京210014 [2]江苏省农业绿色发展研究会,江苏南京210014 [3]江苏省农业科学院新农学院,江苏南京210014 [4]江苏省绿色食品办公室,江苏南京210036

出　　处：《金陵科技学院学报（社会科学版）》2022年第4期31-40,共10页Journal of Jinling Institute of Technology(Social Sciences Edition)

基　　金：江苏省社科应用研究精品工程课题“江苏省生态农产品价值实现机制研究”(22SYB-107)。

摘　　要：基于计划行为理论,利用结构方程模型,对江苏农户参与绿色优质农产品基地建设的意愿与行为进行分析,结果表明:行为态度、主观规范、认知因素对农户参与绿优基地建设的意愿与行为均产生正向影响,但行为态度与参与意愿之间的影响路径不显著;知觉行为控制对参与意愿产生显著正向影响,对参与行为产生负向影响;参与意愿对参与行为产生显著正向影响;各潜在自变量均通过参与意愿的中介作用对参与行为产生正向影响。因此,亟需提升农户的认知水平,使其对绿色优质农产品基地建设产生积极的态度,并发挥主观规范、知觉行为控制的积极作用,激发他们参与绿色优质农产品基地建设的意愿,推动绿色农业发展进程。The willingness and behavior of farmers in Jiangsu to participate in the creation of green and high-quality agricultural product bases are investigated using the structural equation model and the theory of planned behavior. The findings indicate that: Behavioral attitudes, subjective norms, and cognitive factors all have a positive impact on farmers’ willingness and behavior to participate in the construction of green and excellent bases, but the path of influence between behavioral attitudes and participation willingness is not significant;Perceived behavioral control has a considerable beneficial impact on participation willingness but a negative impact on participation behavior;Participation behavior is significantly influenced by willingness to participate;Through the mediation role of willingness to participate, each potential independent variable has a positive impact on participation behavior. As a result, it is critical to improve farmers’ cognitive levels so that they can form positive attitudes toward the construction of green and high-quality agricultural product bases, as well as play a positive role in subjective norms and perceptual behavior control to stimulate their willingness to participate in the construction of green and high-quality agricultural product bases and promote the green agriculture development process.

关 键 词：农户 绿色优质农产品基地 意愿 行为 计划行为理论 结构方程模型 江苏 

分 类 号：F327[经济管理—产业经济]