农户高效农药喷雾技术采纳意愿——影响因素及其差异性分析

Farmers' willingness to adopt the effective pesticide spraying technology:Influencing factors and group heterogeneity

针对农户施用农药效率不高,过度施药造成的环境污染问题,基于计划行为理论,利用二元Logistic模型探究农户高效喷雾技术采纳意愿的心理归因。结果表明:1)高效农药喷雾技术得到了大部分农户的认可,有62.3%的农户表示愿意采纳该技术,其他农户持观望或否定态度;成本偏高和扩散渠道不畅是影响农户采纳该技术的主要障碍。2)行为态度、主观规范及知觉行为控制均正向影响农户采纳意愿,即农户对高效农药喷雾技术的态度越积极、主观规范越强、知觉行为控制越充分,农户对技术的采纳意愿越强;影响程度依次为:主观规范>行为态度>知觉行为控制。3)不同群体的农户对高效农药喷雾技术采纳意愿的心理归因具有差异,老年群体、小规模种植群体和不认可技术补贴群体的技术采纳意愿较低。老年群体的采纳意愿更易受主观规范和知觉行为控制的影响;小规模家庭种植群体的采纳意愿受行为态度、主观规范和知觉行为控制三者的影响;不认可技术补贴群体的采纳意愿主要受行为态度的影响。

A binary logistic model was introduced to analysis farmers＇ willingness to adopt high effective pesticide spraying technique.This study revealed that：1）High efficient pesticide spraying technique was recognized by the majority of farmers,62.3% of them expressed their willingness to adopt it.The rest hold set on fence or negative attitude.High cost and difficult to reach were the main obstacles to farmer＇s adoption willingness;2）The attitude,subjective norm and perceived behavioral control had positive influence on farmers＇ adoption intention.In the perspective of influence degree,subjective norm had the greatest influence,followed by attitude and perceived behavioral control.Specifically,neighbor＇s behavior,agricultural technology promotion department,technical environmental benefits awareness and subsidy cognition had significant positive impacts on the adoption wishes offarmers,marginal effects of which were 0.226,0.162,0.065 and 0.060;3）There were obvious differences among different groups of farmers＇ adoption willingness to the technique of high effective pesticide spraying.The adoption willingness of elder farmers group was more vulnerable to be affected by both subjective norm and perceived behavioral control.Small-scale farmers group was affected by attitude,subjective norm and perceived behavioral control.And the group that did not acknowledge subsidy was mainly affected by the attitude.