社会互动对农户绿色技术采纳行为的影响:基于湖北省1004份农户调查数据的分析

Effect of Social Interaction on Farmers′Adoption of Green Technologies:Evidence from 1004 Household Survey Data in Hubei Province

基于湖北省5市1004份调研数据,采用Ordered Probit模型探究了社会互动对农户绿色技术采纳行为的影响,使用工具变量条件混合过程估计法(CMP)解决内生性问题,得到如下结论:(1)社会互动通过内生互动和情景互动2个方面对农户绿色技术采纳行为产生影响。农户通过内生互动获得信息,学习知识,提高了采纳绿色技术的信心和技能;情景互动作为一种榜样效应,主要通过效果的示范作用提高农户采纳技术的积极性。(2)就技术异质性而言,内生互动影响的技术类型较为广泛,而情景互动主要对绿色耕作和绿色施药技术的采纳产生影响。(3)丘陵地区农户受到社会互动的影响较平原地区明显。对此,在农业绿色技术推广过程中应充分发挥社会互动作用,拓宽农户获取信息的渠道,重视发挥科技示范户的辐射带动作用,同时还应注重营造良好氛围、建立社会信任体系。

Based on survey data from 1004 households in rural area of five cities in Hubei Province,the Ordered Probit Model was employed to explore the impact of social interaction on farmers′adoption of green technologies.With instrumental variable conditional mixed process estimation(CMP)to solve endogenous problems,conclusions have been drawn that:(1)Social interaction influences farmers′adoption of green technologies through endogenous interaction and situational interaction.By endogenous interaction,farmers could obtain relevant information and learn new knowledge,thus improving the confidence and skills of green technologies adoption.Situational interaction can improve farmers′enthusiasm to adopt green technologies through the demonstration effect.(2)In terms of technology heterogeneity,endogenous interaction extensively influences farmers′adoption of various green technologies,while situational interaction mainly affects their adoption of green farming and green pesticide application technology.(3)Rural households in hilly areas are more affected by social interaction than those in plain areas.Therefore,in promoting agricultural green technologies,full play should be given to the role of social interaction,the channels for farmers to obtain information should be broadened,and more attention should be paid to the radiation and driving role of science and technology demonstration households.Meanwhile,measures should be taken to create a good atmosphere and establish a social trust system.