预期感知、社会学习与稻农绿色生产行为——基于安徽、湖北867户农户调查数据

Anticipation Perception,Social Learning and Green Production Behavior of Rice Farmers:Based on Survey Data of 867 Households in Anhui and Hubei Province

农业绿色发展是推动我国农业供给侧结构性改革和质量兴农战略的重要内容。作为产地环境安全的守卫者,农户对绿色生产行为的采纳直接关系到上述战略能否实现。立足社会心理学视角,以长江流域安徽、湖北两省867户稻农调研数据为基础,运用Multivariate Probit模型分析预期感知、社会学习对稻农绿色生产行为的影响。结果表明:稻农对不同技术的采纳决策存在一定的关联效应,主要表现为互补性;预期感知、社会学习对稻农采纳不同绿色生产技术的影响具有显著的差异,社会学习中的角色示范和预期感知中的预期收益和预期生态环境感知可促进稻农进行绿色生产。此外,社会学习可正向调节预期感知对稻农绿色生产行为的影响,即进行过社会学习的稻农对绿色生产技术的预期感知更强,更易采纳绿色生产行为。

Agricultural green development is an important aspect of promoting China’s supply-side structural reform and quality-promoing agriculture strategy.As a guardian of geographical origin safety of agricultural products,farmers’adoption of green production practices determines whether these strategies can be successfully achieved.The study explored the influences of expected perception and social learning on rice farmers’adoption of green production behaviors by using a social psychology theory and Multivariate Probit Model based on micro-survey data of 867 samples collected in Anhui and Hubei Province.The results showed that there was a correlation effect between rice farmers’adoption decisions of different technologies and that the correlation effect was mainly complementary.Social learning,anticipated perception,government effect and organizational degree have significant differentiation influence on farmers’green production adoption behavior.The role demonstration in social learning,farmers’perception of expected benefits and anticipated ecoenvironment have promoted the green production.Further analysis confirmed that social learning can positively moderate the effect of anticipation perception on green production behavior of rice farmers.Compared with rice farmers without social learning experience,farmers who had been engaged in social learning had a stronger expectation of green technologies and were more likely to adopt green production behavior.