影响地理标志农产品种植户使用有机肥意愿的因素分析--基于拓展的计划行为理论

Analysis of Factors Influencing the Willingness of Farmers of Geographical Indication Agricultural Products to Use Organic Fertilizers-Based on Extended Planning Behavior Theory

【目的】有机肥的使用与推广是农业可持续发展的重要举措,本文旨在探究中国地理标志农产品(GIP)种植户使用有机肥意愿的影响因素。【方法】基于计划行为理论建立农民使用有机肥行为形成机理的理论分析框架,构建地理标志农产品种植户使用有机肥意愿的结构方程模型,通过结构化问卷的方式收集数据,使用Amos.22进行数据分析和实证检验。【结论】研究发现:态度、主观规范、感知行为控制、感知政策有效性和知识对农户使用有机肥意愿有显著的正向影响;态度和感知行为控制在主观规范对使用有机肥意愿的影响中起到部分中介的作用;态度、感知行为控制、主观规范在知识对使用有机肥意愿的影响中起到部分中介作用。

[Objective]The use and promotion of organic fertilizers is an important measure for sustainable agricultural development.This paper aims to explore the influencing factors of farmers'willingness to use organic fertilizers in geographical indication agricultural products.[Methods]Based on the theory of planned behavior,a theoretical framework was established to analyze the formation mechanism of farmers'use of organic fertilizers.A structural equation model of farmers'willingness to use organic fertilizers was constructed.Data were collected by structured questionnaire,and then analyzed and tested by Amos.[Results]The results showed that attitudes,subjective norms,perceived behavioral control,perceived policy effectiveness and knowledge had significant positive effects on farmers'willingness to use organic manure.Attitude and perceived behavior control played a partial mediating role in the influence of subjective norms on the willingness to use organic manure.Attitudes,perceived behavioral control and subjective norms played a partial mediating role in the influence of knowledge on the willingness to use organic manure.