城市居民的城郊绿色农田建设付费意愿——基于自然亲和力和社会规范影响的考察

Urban Residents′Willingness to Pay for Green Farmland Construction in Suburban Areas:The Influence of Natural Affinity and Social Norms

文章基于上海市639份城市居民调查数据,综合运用Ordered Logit、PLS-SEM、Bootstrap等实证方法,探究了自然亲和力和社会规范对城市居民城郊绿色农田建设付费意愿的作用路径及演化机理。研究发现,城市居民普遍比较愿意为城郊绿色农田建设付费,且自然亲和力和社会规范的增强均显著降低其持有低付费意愿的概率,而提高持有高付费意愿的概率;自然亲和力和社会规范既能直接促进居民付费意愿,又可通过生态系统服务认知、生态系统保护责任意识对付费意愿产生间接影响,且均以间接影响为主;自然亲和力对付费意愿影响的总效应大于社会规范的影响,同时两者作用存在一定互补性。研究结论对构建城市居民城郊绿色农田建设可持续付费机制具有政策参考价值。

Based on 639 urban residents'survey data in Shanghai,this paper comprehensively uses empirical methods such as Ordered Logit,PLS-SEM,Bootstrap,etc.to explore the role path and evolutionary mechanism of natural affinity and social norms on the willingness of urban residents to pay for suburban green farmland construction.Research has found that urban residents are generally willing to pay for the construction of green farmland in the suburbs,and the enhancement of natural affinity and social norms significantly reduces their probability of holding low payment intentions,while increasing their probability of holding high payment intentions;natural affinity and social norms can not only directly promote residents'willingness to pay,but also have an indirect impact on their willingness to pay through ecosystem service awareness and ecosystem protection responsibility awareness,both of them are mainly indirect impacts;the total effect of natural affinity on willingness to pay is greater than that of social norms,and there is a certain degree of complementarity between the two.The research conclusion has policy reference value for building a sustainable payment mechanism for the construction of green farmland in the suburbs of urban residents.