社会互动对规模养殖户环保饲料支付意愿的影响研究*——基于改进的目标导向理论模型分析框架

IMPACT OF SOCIAL INTERACTION ON WILLINGNESS TO PAY FOR GREEN FEED OF SCALE BREEDERS

关键词:  社会互动规模养殖户环保饲料目标导向行为理论支付意愿

Key words:  social interaction  scale pig farmers  environmental protection feed  MGB theoretical framework  willingness to pay

摘要:

［目的］通过引入社会互动变量改进目标导向行为理论框架，探讨生猪规模养殖户对环保饲料的支付意愿及其影响因素，为完善畜禽养殖污染防治政策提供参考借鉴。［方法］以湖北省生猪规模养殖户为研究对象，应用Heckman两阶段模型，研究规模养殖户对环保饲料的支付意愿。［结果］大多数规模养殖户（8134%）愿意采用环保饲料，且平均意愿支付水平为每头生猪饲料成本的669%（4680元/头）。社会互动中的干群互动、同行互动均能显著提升规模养殖户对环保饲料的支付意愿，但同时同行互动不利于其意愿支付水平的提升。进一步的异质性分析表明，在环保饲料支付意愿决策上，社会互动较少的规模养殖户更容易受到制度规范的约束，而社会互动较多的规模养殖户则更易受到感知养殖热情的影响。［结论］政府部门应加大生态环保宣传力度，并借助多种方式推动规模养殖户进行社会互动； 同时可依据社会互动程度的不同，分别制定相应措施以促进规模养殖户对环保饲料支付意愿的提升。

Abstract:

By incorporating social interaction into the Model of Goal directed Behavior theoretical framework (MGB), this paper explores the willingness to pay (WTP) for environmental protection feed of scale pig farmers and its influencing factors, hoping to provide reference for improving the pollution control policy of livestock and poultry farming. In this paper, 402 scale pig farmers in Hubei province were selected, and Heckman two stage model was applied to analyze the impact of social interaction on the scale pig farmers′ WTP for environmental protection feed. The results revealed that most of the farmers (81.34%) were willing to adopt environmental protection feed, and the average value of WTP was 6.69% of feed cost per pig (46.80 yuan/ per pig). In addition, social interaction also showed a significant impact on scale pig farmers′ WTP for environmental protection feed to a certain extent. Cadre mass interaction and peer interaction could significantly enhance the large scale pig farmers′ WTP for environmental protection feed. Meanwhile, peer interaction had a negative impact on the value of WTP. Further heterogeneity analysis showed that in decision making on whether to use environmental protection feeds, large scale pig farmers with less social interaction were more likely to be constrained by institutional norms, while large scale pig farmers with more social interaction were more likely to be affected by perceived breeding enthusiasm. Accordingly, this paper proposes that the government should increase publicity efforts and promote social interaction among large scale pig farmers by various measures. At the same time, according to the different degree of social interaction, corresponding measures can be formulated to promote the willingness of scale pig farmers to pay for environmental protection feed.