心理惯性视角下农户参与耕地面源污染治理意愿研究——以施用有机肥为例

Study on farmers′willingness to participate in non⁃point source pollution control of cultivated land from the perspective of psychological inertia:A case study of organic fertilizer application

为考察农户参与耕地面源污染治理意愿,促进农业绿色转型,基于河南省驻马店市507份实地调研数据,运用ELM理论,结合心理惯性,构建农户施用有机肥意愿影响因素模型,同时考虑具有不同调节定向特质的农户对信息加工的差异。结果表明:中心路径和边缘路径对农户感知价值的信息加工均有显著影响,影响大小为价格价值(0.292)、意见领袖(0.278)、评论效价(0.237)、产品效用(2.137)。总的来看,农户有机肥价值感知受边缘路径的影响作用更大;感知价值(0.536)显著影响农户的有机肥施用意愿;心理惯性(-0.074)削弱了感知价值与施用有机肥意愿之间的影响;促进定向(0.114)特质农户强化了评论效价与感知价值之间的作用。为推动农户积极参与耕地面源污染治理应从完善有机肥补贴政策、发挥意见领袖引导作用、加强有机肥施用效果推广等方面考量。

In order to investigate the willingness of farmers to participate in the control of non⁃point source pollution of cultivated land and promote the green transformation of agriculture,based on 507 field survey data in Zhumadian City,Henan Province,the ELM theory and psychological inertia were used to construct a model of influencing factors of farmers′willingness to apply organic fertilizer,and the differences in information processing among farmers with different adjustment orientation characteristics were also considered.The results showed that both the central path and the edge path had significant effects on the information processing of farmers′perceived value,with the order of price value(0.292)>opinion leader(0.278)>comment valence(0.237)>product utility(2.137).In general,farmers′perceived value of organic fertilizer was more affected by the edge path.Value perception(0.536)significantly affected farmers′intention to apply organic fertilizer.Psychological inertia(-0.074)weakened the effect between perceived value and willingness to apply organic fertilizer.Promoting oriented(0.114)trait farmers strengthened the role between comment titer and perceived value.In order to promote farmers to actively participate in the control of non⁃point source pollution of cultivated land,we should improve the subsidy policy of organic fertilizer,give play to the guiding role of opinion leaders,and strengthen the promotion of the effect of organic fertilizer application.