政策价值认同对农户环境整治参与意愿的影响——成本感知的中介效应和面子意识的调节效应分析  

The Impact of Policy Value Identification on Willingness of Farmer to Participate in Environmental Remediation--Analysis of Mediating Effect of Cost Perception and Moderating Effect of Face Consciousness

作　　者：付文凤 翟原青 张月涛 FU Wenfeng;ZHAI Yuanqing;ZHANG Yuetao(College of Management,Anhui University,Hefei 230601,China;Anhui Neutral and Fair Identification Real Estate Land Asset Evaluation Co.,Ltd.,Hefei 230094,China)

机构地区：[1]安徽大学管理学院,安徽合肥230601 [2]安徽中立公鉴房地产资产造价评估有限公司,安徽合肥230094

出　　处：《现代农业》2025年第1期86-95,共10页Modern Agriculture

基　　金：安徽省哲学社会科学规划项目“安徽省农村人居环境整治研究:驱动机理、效益评价及提升路径”(AHSKQ2019D011)。

摘　　要：充分调动农户参与农村环境整治的积极性,发挥农民主体作用,对生态宜居乡村建设意义重大。文章基于合肥市肥西县743份农户调研数据,运用有序Probit模型和有调节的中介效应检验方法,厘清政策价值认同、成本感知、面子意识等因素对农户参与环境整治意愿的影响机制。结果表明:50.06%的受访农户参与农村环境整治的意愿在一般水平及以下,农户参与环境整治积极性有待提高。政策价值认同和面子意识均显著正向影响农户参与意愿,而成本感知产生显著负向影响。成本感知在政策价值认同和农户参与意愿之间发挥部分中介作用,提高农户对农村环境整治的政策价值认同可以削减成本感知对农户参与意愿的抑制作用。面子意识还在政策价值认同和农户参与意愿之间起正向调节作用,当农户的面子意识较强时,政策价值认同对农户参与意愿的影响会增强。因此,应通过加强农村环境整治宣传教育提高农户政策价值认同,根据个体禀赋差异鼓励多种参与形式降低农户成本感知,营造全民参与环境整治群体氛围,发挥面子意识积极作用等措施提高农户参与环境整治的积极性。It is of great significance to the construction of ecologically livable villages to mobilize farmers to participate in rural environmental improvement and play the main role.The article employed ordered Probit model and moderated mediation effect test to clarify the influence mechanism of policy value identification,cost perception and face consciousness on farmers’willingness to participate in environmental remediation based on 743 research data from farmers in Feixi County,Hefei City.The results show that:50.06%of the interviewed farmers’willingness to participate in rural environmental remediation was at the general level and below,and the farmers’enthusiasm for participating in environmental remediation needed to be improved.Policy value identification and face consciousness had a significant positive effect on farmers’willingness to participate,while cost perception had a significant negative effect.Cost perception played a partial mediating role between policy value identification and farmers’willingness to participate,and improving farmers’policy value identification of rural environmental remediation could reduce the inhibiting effect of cost perception on farmers’willingness to participate.The face consciousness also played a positive moderating role between the policy value identification and farmers’willingness to participate,and the influence of the policy value identification on the farmers’willingness to participate would be enhanced when the farmers’face consciousness was stronger.Therefore,it should improve the policy value identification of rural households by strengthening the publicity and education on rural environmental improvement.Measures such as encouraging a variety of forms of participation based on individual endowment differences to reduce the cost perception of farmers,creating a community atmosphere for all to participate in environmental remediation,and play ing the positive role of the face consciousness,should be taken to increase the motivation of farmers to p

关 键 词：农村环境整治 参与意愿 政策价值认同 成本感知 面子意识 

分 类 号：F325.15[经济管理—产业经济] F323.22