意向选择、行为表达与农产品质量安全——基于Fishbein模型和结构方程模型的农户施药行为研究

Choice Intention,Behaviour and Agricultural Products 'Quality Safety——Research on Farmer's Pesticide Application Behavior by Fishbein Model and Structural Equation Model

以合理行为模型为支撑,运用结构方程模型对调查数据进行分析,构建了包括残留认知、风险感知、行为态度、主观规范和安全施药意向在内的概念模型。结果发现,农户施药行为态度对行为意向的影响程度最大,残留认知直接影响行为意向,同时也作用于行为态度,主观规范间接影响行为意向;风险感知与残留认知的相关性较高,主观规范在一定程度上影响个人态度。

Based on Fishbein model, with survey data from 986 farmers in Jiangsu, Shandong, Zhejiang, Heilongjiang and Henan Province, the structural equation model is adopted to analyze and build a conceptual model which include pesticide residues perception, perceived risk, attitude, subjective norm and behavior intention in this paper. Results show that atti- tude towards pesticide application seriously influence behavior intention. Pesticide residues perception influence their behav- ior intention directly, meanwhile it act on attitude,subjective norm, and influence their behavior intention indirectly. There is a high correlation between perceived risk and pesticide residues perception. Subjective norms affect the personal attitude in a certain extent.