基于河北省285份微观样本的果农绿色生产行为选择影响因素分析

Analysis of Influencing Factors on Green Production Behavior Selection of Fruit Farmers Based on 285 Micro Samples in Hebei Province

基于TAM-TPB理论框架,选择感知有用性、感知易用性、行为态度、主观规范、知觉行为控制、行为意愿和行为7个潜变量,采用结构方程模型,按照“认知—意愿—行为”路径,利用285份微观样本,对影响果农生物农药选择行为的因素进行了深入分析。结果表明:(1)感知有用性、感知易用性在0.01水平上显著正向影响果农生物农药选择的行为态度,其中生物农药药效很好(PU2)、购买生物农药很便捷(PE1)指标起到主导作用;(2)果农选择生物农药的行为态度、主观规范和知觉行为控制在0.01水平上显著正向影响其行为意愿,其中施用生物农药正确(AT1)、周边很多邻居使用生物农药(SN1)、有经济条件使用生物农药(PB4)指标起到主导作用;(3)果农选择生物农药的知觉行为控制在0.01水平上显著正向影响其行为,其中使用生物农药种类数(BE1)指标起到主导作用。提出提高生物农药质量和适用性、扩大生物农药推广服务力度、优化绿色农产品市场环境等对策建议。

Based on the TAM-TPB theoretical framework,seven latent variables were selected:perceived use fulness,perceived ease of use,behavioral attitude,subjective norms,perceived behavioral control,behavioral intention,and behavior.Using the structural equation model,based on 285 micro samples the factors affecting the selection behavior of fruit farmers in biopesticides were analyzed deeply along the path of cognition—intention—behavior.The results showed that:(1)Perceived usefulness and perceived ease of use had a significant positive impact on the behavioral attitude of fruit farmers towards biopesticides selection at the 0.01 level,with the indicators of good efficacy of biopesticides(PU2)and convenient purchase of biopesticides(PE1)playing a dominant role.(2)The behavioral attitude,subjective norms,and perceived behavioral control of fruit farmers selecting biopesticides had a significant positive impact on their behavioral willingness at the 0.01 level.Among them,the use of biopesticides is correct(AT1),many neighbors use biopesticides(SN1),and the use of biopesticides with economic conditions(PB4)indicators play a dominant role.(3)The perceptual behavior control of fruit farmers selecting biopesticides significantly positively affected their behavior at the 0.01 level,with the use of the number of biopesticides used(BE1)indicator playing a dominant role.The countermeasures and suggestions to improve the quality and applicability of biopesticides,expand the promotion and service of biopesticides,and optimize the market environment for green agricultural products were given.