乡村振兴战略下农户绿色生产态度与行为研究

On the farmers' willingness for green production and their relevant behaviors in the perspective of the rural revitalization strategy

基于江苏苏北536份蔬菜大棚种植农户问卷调查数据,运用结构方程模型实证检验农户绿色生产意愿的影响因素。研究表明:农户的个体自然特征、家庭绿色生产能力、绿色生产认知和政府政策导向对农户的绿色生产意愿有较强的影响,是影响农户绿色生产意愿的深层根源因素,农户的社会身份特征和社会责任意识对农户的影响较小。农户的收益感知和成本感知在显著性影响因子与绿色生产意愿之间起到中介作用,是影响农业绿色生产意愿的最直接因素。加快构建农业绿色生产的政策体系以提高农户的获得感,提升农户绿色生产规模化、组织化程度以增强绿色生产能力和抗风险能力,注重农户内在利益需求以激发农户内生活力。

On the basis of the questionnaire survey data of 536 vegetable greenhouses in the north of Jiangsu province and with the application of the structural equation model,this paper gives a study of the influencing factors of the farmer’s willingness for green production. The research has the following conclusions: the individual characteristics of farming households,the individual family capacity of green production and its cognition as well as the government policy orientation have a strong influence on their willingness for green production,and are the deep root causes of the transformation of their willingness for green production,while their characteristics of social identity and their consciousness of social responsibility have less effect. Their perception of income and cost plays an intermediary role between the significant impact factor and their intention towards green production,which is the most direct factor affecting their willingness for green agriculture. It is necessary to speed up the construction of a policy system for green agriculture by enhancing their sense of accomplishment,increase the scale of green agriculture and improve its organization,capacity and risk resistance by stimulating their vitality and showing much concern over their intrinsic interests.