环境价值观对农户绿色生产技术采纳意愿的影响研究——有调节的中介模型  

Research on the Impact of Environmental Values on Farmers’Willingness to Adopt Green Production Technologies——Moderated Mediation Model

作　　者：李兆广 陈转青[2] 刘芳 LI Zhaoguang;CHEN Zhuanqing;LIU Fang(Business School,City University of Zhengzhou,Zhengzhou 450000,China;Shool of Economics and Management,Henan Institute of Science and Technology,Xinxiang 453000,China)

机构地区：[1]郑州城市职业学院商学院,河南郑州450000 [2]河南科技学院经济与管理学院,河南新乡453000

出　　处：《现代农业》2024年第2期92-105,共14页Modern Agriculture

基　　金：2023年中国工程院战略研究与咨询项目“粮食持续稳定绿色生产长效机制研究”(2023-XY-31);2022年度国家社科基金一般项目“小农户发展生态农业的利益联结模式与政策优化研究”(22BGL180);河南省哲学社会科学规划青年项目“数字乡村建设对河南农业绿色发展的影响作用研究”(2023CJJ181);2023年度河南省教育厅人文社科一般项目“河南农户绿色生产的契约治理机制与实现路径研究”(2023-ZDJH-036);2024年度河南省教育厅人文社科一般项目“市场环境、环境价值观对农户绿色生产意愿的影响——基于河南省农户调查数据的实证研究”(2024-ZDJH-358);新乡市政府决策招标课题“推动新乡生态农业发展对策研究”(B23055)。

摘　　要：农户是否愿意采纳绿色生产技术,关系到我国农产品质量安全和农业绿色可持续发展的实现。基于河南省355户农户调研数据,立足“社会人”假设,整合计划行为理论和价值-态度-行为理论,运用结构方程模型和PROCESS检验程序,探讨环境价值观和主观规范对农户绿色生产技术采纳意愿的影响,检验主观规范的中介作用以及规模经营的调节作用。研究发现:(1)农户对不同农业绿色生产技术的采纳意愿存在差异,从高到低依次为耕地质量提升与保育技术、农业废弃物循环利用技术和化肥农药减施增效技术;(2)环境价值观的3个维度中,生态价值观对采纳意愿有直接影响,利他价值观和利己价值观通过行为态度和主观规范对采纳意愿产生间接影响;(3)行为态度和主观规范在环境价值观对采纳意愿影响的过程中发挥中介作用;(4)经营规模在利他价值观和利己价值观分别影响主观规范的过程中具有正向调节作用。基于研究结果分析,提出强化农户环境价值观培养、推进绿色乡风文明建设、加快规模经营主体培育以及驱动绿色生产技术创新等政策建议。Whether farmers are willing to adopt green production technologies is related to the quality and safety of agricultural products and the realization of green sustainable development of agriculture in China.Based on the survey data of 355 farmers in Henan Province,and“social being”hypothesis integrated planned behavior theory and value-attitude-behavior theory,using the structural equation model and the PROCESS test procedure,this paper explored the impact of environmental values and subjective norm on farmers’willingness to adopt green production technologies,and examined the mediating role of subjective norms and the moderating role of scale management.The study found that:(1)There were differences in the willingness of farmers to adopt different agricultural green production technologies.The order from high to low was:cultivated land quality improvement and conservation technology,agricultural waste recycling technology,and chemical fertilizer and pesticide application reduction and efficiency increasing technology.(2)Among the three dimensions of environmental values,ecological values had a direct impact on adoption intention,altruistic values and egoistic values had an indirect impact on adoption intention through behavioral attitudes and subjective norms.(3)Behavioral attitudes and subjective norms played an intermediary role in the influence process of environmental values on adoption intention.(4)The scale of operation had a positive moderating effect on the influence of altruistic values and egoistic values on subjective norms.Based on the research conclusions,this paper put forward policy suggestions on strengthening the cultivation of farmers’environmental values,promoting the construction of green rural civilization,accelerating the cultivation of large-scale operators and driving the innovation of green production technologies.

关 键 词：环境价值观 计划行为理论 价值-态度-行为理论 技术采纳 

分 类 号：F323.3[经济管理—产业经济]