农村绿色发展中农户认知对行为响应的影响研究

Effects of Farmers’ Cognition on Behavioral Response in Rural Green Development

农村绿色发展是实现乡村振兴的必然选择和动力支撑,农户的有效参与是推行绿色发展的内在动力。基于改进的计划行为理论和浙江、河南26个行政村的592份农户调查数据,采用结构方程模型和Bootstrap方法,分别考察农村绿色发展中农户行为意愿、文化认同在认知与行为响应之间的多重中介作用。结果表明:农户的行为态度、主观规范和行为控制共同作用于行为意愿和文化认同,进而转化为行为响应,其中文化认同表现出更强的特定中介效应;农户的行为意愿和文化认同在认知对行为响应的影响关系中起链式中介作用,但存在一定的遮蔽效应;主观规范对文化认同和行为意愿的正向作用最强,行为控制对行为意愿有负向作用。为引导农户积极主动参与农村绿色发展,应在强化政策实施形成示范作用的同时注重提升宣传效应,引导农村集体成员在多元社会情境中重获安全感和归属感,改善农户参与农村绿色发展的行为条件,降低行为能力的约束性。

Rural green development is an inevitable choice and driving force for rural revitalization.The effective participation of farmers is the internal driving force for green development.Based on an extended theory of planned behavior model and 592 survey data collected from respondents in 26 administrative villages of Zhejiang and Henan Province,the structural equation model and the Bootstrap method were used to investigate the multiple mediating roles of farmers’behavior willingness and cultural identity between cognition and behavior response in rural green development.The results showed that:1)attitudes toward the behavior,subjective norms and behavior control of the farmer households jointly acted on the behavioral willingness and cultural identity,which were in turn translated into behavioral response.Compared with behavioral willingness,cultural identity showed a stronger specific mediating effect;2)farmers’behavioral willingness and cultural identity played a chain mediating role in the relationship between cognition and behavioral response,but there was a certain shadowing effect;3)subjective norms had the strongest positive effect on cultural identity and behavioral willingness,while behavioral control had a negative effect on behavioral willingness.In order to guide farmers to actively participate in rural green development,we should focus on strengthening the implementation of policies to form a demonstration role while focusing on enhancing the publicity effect,guiding rural collective members to regain a sense of security and belonging in a diverse social context,and improving the behavioral conditions of farmers’participation in rural green development,so as to reduce the restrictiveness of behavioral ability.