关系强度、感知价值对农村居民主动亲环境行为的影响研究

Study on the Influence of Tie Strength and Value Perception on the Pro-environmental Behavior of Rural Residents

引导农村居民主动实施亲环境行为对推动美丽乡村建设至关重要。文章基于“刺激—反应—行为”理论,将关系强度、感知价值纳入分析框架,采用国家生态文明试验区(江西)农村居民实地调研数据,探究关系强度、感知价值对农村居民主动亲环境行为的影响。结果表明:关系强度和感知价值有利于促进农村居民主动实施亲环境行为;感知生态价值和感知社会价值在关系强度对农村居民主动亲环境行为的影响过程中发挥正向中介作用。据此,政府应多措并举提升农村居民之间的关系强度,营造关系紧密、互动频繁的社会氛围,增强农村居民对主动实施亲环境行为的感知价值,引导农村居民主动践行亲环境行为。

Guiding rural residents to actively practise pro-environmental behaviors is essential to promote the Construction of Beautiful Villages.Based on the theory of“stimulus-response--behavior”,this study incorporates tie strength and value perception into the analysis framework and uses the field research data of rural residents in the National Ecological Civilization Experimental Area(in Jiangxi)to investigate the influence of tie strength and value perception on rural residents’pro-environmental behaviors.The results are as follows.Tie strength and value perception have a positive impact on rural residents’pro-environmental behaviors.Ecological value perception and social value perception play a positive intermediary role in aspect of the influence exerted by tie strength on the pro-environmental behavior of rural residents.Therefore,it is suggested that the government should take multiple measures to improve the strength of relationship among rural residents,create a social atmosphere of close relationship and frequent interactions,enhance the value perception of pro-environmental behaviors among rural residents,and guide rural residents to practice pro-environmental behaviors actively.