情理整合视域下干旱区农户亲环境行为与意愿悖离研究

Paradox between farmers’ pro-environmental behaviors and willingness in arid areas from the perspective of integration of sentiment and reason

促进农户亲环境意愿向行为的转化有利于改善农业生态环境,推动农业绿色转型,助推碳达峰、碳中和目标的实现。基于干旱区611份农户调查问卷,采用扩展的计划行为理论为分析框架,并运用Probit与ISM结合的模型分析农户亲环境行为与意愿悖离的影响因素及其层次逻辑结构。实证结果表明:农户的行为态度、主观规范、知觉行为控制、生态环境情感以及资源禀赋对其亲环境行为与意愿的悖离具有显著影响,且进一步分析影响因素间的逻辑层级结构发现,农户资金因素是造成其行为与意愿悖离的根源。对此,提出应重视农户情感诉求,激发其亲环境责任感;加强亲环境行为多方宣传力度,提升农户认知深度;加大财政支持力度,有效降低农户亲环境行为采纳风险等对策建议,为促进农户亲环境意愿向行为有效转化,构建农业可持续长效机制以及助推乡村振兴战略实施提供参考。

Promoting the transformation of farmers’ willingness of being environmentally friendly to the environmentally friendly behaviors is conducive to improving the agricultural ecological environment, promoting the green transformation of agriculture, and promoting the achievement of carbon peak and carbon neutral goals. Based on the 611 questionnaires of farmers in the arid area, the extended planning behaviors theory was used as the analysis framework, and the model combining Probit and ISM was used to analyze the influencing factors and the hierarchical logical structure of the paradox of farmers’ pro-environmental behavior and willingness. The empirical study results show that farmers’ behavioral attitudes, subjective norms, perceptual behavior control, ecological environment emotions, and resource endowments have significant impacts on the deviation of their pro-environmental behaviors and willingness. Further analysis of the logical hierarchy between the influencing factors found that farmers’ funds factors are the root cause of the contradiction between his behaviors and willingness. In this regard, it is proposed that attention should be paid to farmers’ emotional appeals, and their sense of pro-environmental responsibility should be stimulated;multi-party propaganda of pro-environmental behaviors should be strengthened to enhance farmers’ cognitive depth;financial support should be increased to effectively reduce the risk of adoption of pro-environmental behaviors by farmers. It provides a reference for promoting the effective transformation of farmers’ pro-environmental willingness to behaviors, building a sustainable agricultural long-term mechanism, and promoting the implementation of rural revitalization strategies.