农户认知、经济激励与农户绿色防控技术采纳行为研究——基于海南省万宁市347个槟榔种植户的调查数据

Research on Farmers’Cognition,Economic Incentives and Farmers’Green Prevention and Control Technology Adoption Behavior——Based on the Survey Data of 347 Betel Nut Growers in Wanning City,Hainan Province

槟榔是海南重要特色热带经济作物,是海南“三棵树”之一,在助推海南脱贫攻坚、乡村振兴发展等方面发挥着重要作用。然而,近年来槟榔病虫害不断发生和蔓延,危害损失严重,制约了槟榔产业的健康可持续发展。文章基于海南省万宁市347个槟榔种植户的实地调研数据,运用泊松模型探究了农户认知、经济激励对农户病虫害绿色防控技术采纳行为的影响,并基于Bootstrap有调节的中介效应模型进一步验证了农户认知、市场激励和政府激励之间的作用关系。研究发现:第一,农户认知、经济激励均显著影响农户绿色防控技术采纳行为。第二,农户认知在政府激励和农户绿色防控技术采纳行为关系中起到部分中介作用,该中介效应占比为19.88%。这表明,在影响农户绿色防控技术采纳行为过程中,政府激励的直接效应发挥主导作用,而农户认知的中介效应相对较弱。第三,市场激励在政府激励通过农户认知影响农户绿色防控技术采纳行为过程中发挥调节效应。因此,在推广绿色防控技术过程中,政府部门应加大绿色防控技术宣传和推广力度,提高农户认知水平;在完善补贴机制的同时,稳定市场价格水平,保障农户合理的市场收益,从而激励农户采纳绿色防控技术。

Betel nut is an important characteristic tropical economic crop in Hainan and one of the "three trees" in Hainan. It plays an important role in boosting Hainan’s poverty alleviation and rural revitalization and development. However, in recent years, betel nut diseases and insect pests have continued to spread, which caused serious damage and losses, restricted the healthy and sustainable development of the betel nut industry. Based on the field survey data of 347 betel nut growers in Wanning City, Hainan Province, this paper used the Poisson model to empirically analyze the impact of farmers’ cognition and economic incentives on farmers’ adoption of green pest control technology. And further based on the Bootstrap moderated mediation effect model, the relationship between farmers’ cognition, market incentives and government incentives was verified. The study found that: First, farmers’ cognition and economic incentive both significantly affected the adoption behavior of farmers’ green prevention and control technology. Second, farmers’ cognition played a partial intermediary role in the relationship between government incentive and farmers’ green prevention and control technology adoption behavior, the intermediary effect proportion was 19.88%. This showed that in the process of government incentives affecting farmers’ green prevention and control technology adoption behavior, the direct effect of government incentives played a leading role, while the mediating effect of farmers’ cognition was relatively weak. Third, market incentive played a regulatory effect in the process of government incentive affecting the adoption of green prevention and control technology through farmers’ cognition. Therefore, in the process of promoting green prevention and control technology, the government departments should increase the publicity and promotion of green prevention and control technology to improve the cognitive level of farmers, and stabilize market price level while improving the subsidy mechanism, to ensure a reasonable market income for farmers, so as to encourage farmers to adopt green prevention and control technology.