环境价值观影响家庭农场低碳生产行为的机理分析——基于TPB-VBN整合模型  

Mechanism Analysis of the Influence of Environmental Values on Low-Carbon Production Behavior of Family Farms:TPB-VBN Integration Model

作　　者：张园圆 杨晨钰婧 耿丽丽 薛永基 Zhang Yuanyuan;Yang Chenyujing;Geng Lili;Xue Yongji(School of Economics and Management,Beijing Forestry University,100083,P.R.China)

机构地区：[1]北京林业大学经济管理学院,100083

出　　处：《北京林业大学学报（社会科学版）》2023年第3期64-75,共12页Journal of Beijing Forestry University ：Social Sciences

基　　金：北京市社会科学基金重点项目“习近平总书记关于乡村振兴重要论述的科学内涵与实施路径研究”(20LLZZB047)。

摘　　要：家庭农场作为推进农业低碳转型的关键主体,探索其低碳生产行为的内在逻辑对农业高质量发展具有重要意义。依据江苏省472户家庭农场的调查数据,基于计划行为理论(TPB)和价值-信念-规范理论(VBN),运用结构方程模型探析了环境价值观对家庭农场低碳生产行为的作用机理。结果表明:①环境价值观对家庭农场低碳生产行为不存在直接的显著影响,前者对后者具有完全中介效应;②环境价值观与家庭农场低碳生产行为之间受到环境身份认同、个体规范、主观规范等多个中介变量的共同影响;③环境价值观对家庭农场低碳生产行为的作用机理可以通过TPB-VBN整合模型有效揭示;④环境价值观对家庭农场低碳生产行为的影响机理因农场目标导向不同而存在差异,环境身份认同、知觉行为控制和环境价值观分别在以声誉建设、经济利益和可持续发展为导向的家庭农场中发挥主要作用。Exploring the internal logic of low-carbon production behavior of family farms,as a consensual subject to promote the low-carbon transformation of agriculture,is of great significance to the high-quality development of agriculture.Based on the survey data of 472 family farms in Jiangsu Province,the mechanism of environmental values on low-carbon production behavior of family farms was explored using structural equation modelling based on the Theory of Planned Behaviour(TPB)and the Values-Beliefs-Norms(VBN)theory.The results show that:①Environmental values have no direct significant effect on the low-carbon production behavior of family farms,while the former has a complete mediating effect on the latter.②The relationship between environmental values and the low-carbon production behavior of family farms is affected by several mediating variables,such as the environmental identity,individual norm,subjective norm,and so on.③The TPB-VBN integration model mechanism can effectively reveal the role of environmental values on the low-carbon production behavior of family farms.④The mechanism of environmental values on low-carbon production behavior of family farms varies according to the goal orientation of the farms,and environmental identity,perceived behavioral control and environmental values play major roles in family farms oriented to reputation building,economic benefits and sustainable development,respectively.

关 键 词：家庭农场 环境价值观 低碳生产行为 TPB-VBN整合模型 

分 类 号：F304.5[经济管理—产业经济] F325