农户参与农村生活垃圾治理的行为机制——基于大五人格特质的调节效应

Farmers’domestic waste disposal behavior:Moderating effects based on big five personality traits

为提高农户参与生活垃圾治理的积极性,提升农村人居环境整治成效,本文基于心理学视角,综合利用计划行为理论和大五人格理论,分析农户参与农村生活垃圾治理的行为机制,并运用结构方程模型、潜在类别分析和多群组结构方程模型,对河北省邯郸市1779户农户样本进行实证分析。结果表明:①态度、主观规范、知觉行为控制和行为意向对农户参与农村生活垃圾治理行为有显著影响。农户对正确投放生活垃圾的评价越积极、越愿意遵从家人和朋友的环保期望、在正确投放时感知到的困难度越低,其正确投放生活垃圾的意向就越高,最终正确的投放行为也越容易实现。②人格特质对农户参与农村生活垃圾治理行为的心理机制具有很强的调节作用,且该调节作用由稳定性人格特质元产生。随和性和责任性能增强主观规范对行为意向的正向影响,但也会削弱知觉行为控制对行为意向的正向影响;神经质能增强主观规范对行为意向的正向影响。据此,在农村生活垃圾治理过程中,建议政府在增加资金投入、优化基础设施空间布局的基础上,更加注重乡风文明建设,并充分考虑农户的人格特质,制定出更多个性化的环境治理方案,引导和激励农户的参与行为。

In order to regulate farmers’littering behavior,and improve the effect of rural environmental governance,this study combined the theory of planned behavior and the big five framework from the perspective of psychology,adopted structural equation modeling(SEM),latent cluster analysis,and multiple-group generalized SEM,and conducted an empirical analysis based on the sample of 1779 households in Handan City,Hebei Province.The results indicated that(1)Attitude,subjective norms and perceived behavior control significantly increased farmers’waste disposal intention,and therefore their waste disposal behavior.Farmers who have a more positive attitude,have more willingness to follow the environmental expectations of family and friends,and feel less difficulty properly disposing of household waste will have a higher intention to achieve household waste disposal behavior properly.(2)Farmers’personalities significantly moderate the psychological mechanism,and the moderating effect is mainly generated by the stability meta-trait.Agreeableness and conscientiousness increased the positive effect of subjective norms on intention,but decreased the positive effect of perceived behavior control on intention.Neuroticism increased the positive effect of perceived behavior control on intention.Therefore,it is necessary not only to encourage the government to increase the financial investment and optimize the spatial layout of infrastructure but also consider the local custom civilization and develop more personalized programs to guide and motivate farmers’participation in rural domestic waste management by taking most use of their personality traits.