农户亲环境行为心理驱动因素分析

Analysis on the psychological driving factors of farmers’pro-environmental behaviors

从环境态度、环境责任感和自我效能感三个维度出发,兼顾农户异质性特征,利用陕西、山西、甘肃、安徽、江苏和山东六省1241份农户实地调查数据,采用有序probit模型、有序logit模型和层次回归法对影响粮食种植户和蔬菜种植户亲环境行为的心理因素进行分析,同时考察了社会规范在农户心理因素影响其亲环境行为实施过程中的调节效应,结果表明:1)两类种植户的环境态度、环境责任感和自我效能感均促进了农户亲环境行为。2)描述性社会规范和命令性社会规范在环境责任感和自我效能感影响农户亲环境行为的过程中有稳定的正向调节作用,在环境态度影响农户亲环境行为的过程中无调节效应。据此提出,应增强农户的环境态度,强化农户环境责任感、自我效能感和对亲环境行为的社会规范感知。

From the three dimensions of environmental attitude, environmental responsibility and self-efficacy perception, and considering the heterogeneity characteristics of farmers, 1241 survey data from Shanxi, Shaanxi, Shandong, Gansu, Anhui and Jiangsu provinces were used, and ordered Probit model, ordered logit model and hierarchical regression method were adopted to analyze the psychological factors influencing the pro-environmental behaviors of grain and vegetable growers.At the same time, the regulatory effect of social norms on the implementation of farmers’ pro-environmental behaviors influenced by the psychological factors was investigated.The results showed that: 1) The environmental attitude, environmental responsibility and self-efficacy perception of the farmers all promoted the implementation of pro-environmental behaviors.2) Both descriptive social norms and injunctive social norms had a stable positive regulatory effect in the process of environmental responsibility and self-efficacy perception affecting farmers’ pro-environmental behaviors, but there was no regulatory effect in the process of environmental attitude affecting farmers’ pro-environmentalbehaviors.On the basis of these, countermeasures and suggestions were put forward to strengthen farmers’ environmental attitude, their sense of environmental responsibility, self-efficacy perception and their perception of social norms of pro-environmental behaviors.