乡村旅游地农户亲环境行为采纳意愿及影响因素分析——以测土配方施肥为例

ANALYSIS OF FARMERS′ WILLINGNESS TO ADOPT PRO-ENVIROMENTAL BEHAVIORS AND INFLUENCING FACTORS IN RURAL TOURISM AREAS——TAKING SOIL TESTING AND FORMULA FERTILIZATION AS AN EXAMPLE

[目的]面对日益突出的农业面源污染及耕地质量下降问题,乡村旅游地的地域生态优势对于国家推进生态文明建设具有重要意义,积极引导农户采用亲环境行为已成为实现农业可持续发展的内在需求。[方法]文章基于江西省婺源县317份调研数据,采用多元线性回归模型,以农户采纳测土配方施肥亲环境行为的意愿作为研究主体,并分析意愿的影响因素。[结果](1)农户对测土配方施肥采纳意愿较高。(2)农户个体特征中农户年龄;家庭禀赋中家庭总人口变量;认知特征中推行必要性、风险认知、技术认知变量;社会网络中种植大户、乡村精英及合作社变量;外部环境因素中政府技术支持、市场价格及游客交流均对农户测土配方施肥采纳意愿有显著影响。[结论]应积极推动乡村旅游地农民专业合作社发展,对农户进行技能培训,积极培育年轻一代农户对提高农户亲环境行为采纳意愿具有重要意义。

Faced with the increasingly prominent agricultural non-point source pollution and the decline of crop land quality,the regional ecological advantages of rural tourism destinations are of great significance for the country to promote the construction of ecological civilization.Actively guiding farmers to adopt pro-environmental behaviors has become the internalization of sustainable agricultural development demand.Based on the survey data of 317 in Wuyuan county,Jiangxi province,and taking the farmer’s willingness to adopt the soil testing formula to fertilize the environmental behavior as the study subject,then a multivariate linear regression model was adopted to analyze the influencing factors of the willingness.The research showed that:(1)Farmers had a higher willingness to adopt fertilization for soil testing.(2)The age of the farmer in the individual characteristics;the total family population variable in family characteristics;implementing necessity,risk and behavior cognitive variables in cognitive characteristics;the large-scale,rural elite and cooperative variables in the social network;Government technical support,market prices and visitor exchanges in external factors,all these had a significant impact on farmers’willingness to adopt fertilization and soil fertilization.So,it is of great significance to actively promote the development of farmers’professional cooperatives in rural tourism areas,provide skills training for farmers,and actively cultivate younger generations of farmers to increase their willingness to adopt environmentally friendly behaviors.