技术扩散条件视角下农户绿色生产意愿与行为悖离研究——以无公害农药技术采纳为例

Contradiction Between Green Production Intention and Farmers’ Behavior from the Perspective of Technology Diffusion Conditions:Taking Adoption of Pollution-Free Pesticide Technology as An Example

基于甘肃省877户农户的微观调研数据,从技术认知、收益预期、传播渠道、社会环境4个维度构建技术扩散条件视角下农户无公害农药技术采纳意愿与行为悖离的假说模型,并运用二元Logit模型与熵值法实证分析导致农户意愿与行为发生悖离的原因。结果表明:样本地区农户无公害农药施用意愿与行为存在悖离现象,悖离发生率为39.9%;技术认知、收益预期、社会环境对悖离的负向影响较强,传播渠道对悖离的负向影响较弱;不同维度传播渠道对悖离的影响具有差异性:组织干部传播渠道负向影响悖离,人际关系传播渠道中同邻居交流方式负向影响悖离,而同亲戚交流、同好友交流等方式对悖离的影响均不显著;收益预期、社会环境在技术认知对农户无公害农药施用意愿与行为悖离的影响中存在负向交互效应。基于此,建议政府将无公害农药宣传精准落实到提升农户技术认知层面,推广成本低、施用便捷的无公害农药,加大无公害农药补贴力度,并制定相关惩罚措施,营造绿色乡村人文环境,从而推动农户无公害农药施用意愿转化为行为。

Based on the micro survey data of 877 farmers in Gansu province,a hypothetical model of the deviation between farmers’ willingness to adopt pollution-free pesticide technology and behavior from the perspective of technology diffusion is constructed from the four dimensions of technology cognition,income expectation,communication channels and social environment.The reasons for the deviation between farmers’ willingness and behavior are empirically analyzed by using binary logit model and entropy method.The results showed that there was a deviation between farmers’ willingness and behavior to apply pollution-free pesticides in the sample area,and that the incidence of deviation was 39.9%.Technology cognition,income expectation and social environment have a strong negative impact on alienation while communication channels have a weak negative impact on alienation.Different dimensions of communication channels have different effects on alienation.Organizational cadres’ communication channels and interpersonal communication channels both have a negative impact while communication with relatives and friends have no significant impact.There is a negative interaction effect between income expectation and social environment.Based on this,it is suggested that the government accurately implement the publicity content of pollution-free pesticides to improve farmers’ technical cognition,promote pollution-free pesticides with low cost and convenient application,increase pollution-free pesticide subsidies,and formulate relevant punishment measures to create a green rural humanistic environment,so as to enhance farmers’ willingness to apply pollution-free pesticides.