农户绿色生产“强意愿弱行为”的再审视：基于资源约束和社会规范视角——以个人规范为中介变量

RE-EXAMINATION OF FARMERS’GREEN PRIDUCTION “STRONG WILLINGS AND WEAK BEHAVIORS” : BASED ON THE PERSPECTIVE OF RESOURCE CONSTRAINTS AND SOCIAL NORMS——PERSONAL NORMS AS AN INTERMEDIARY VARIABLE

关键词:  农户绿色生产  农户意愿与行为悖离  资源禀赋  社会规范  个人规范  有序Logit模型

Key words:  farmer's green production  farmers' willingness and behavior deviation  resource endowment  social norms  personal norms  orderly Logit model

摘要:

目的 当前农村环境问题日益凸显，突破农户绿色生产“高意愿低行为”困境，对促进农村农业绿色发展具有重要意义。方法 文章利用甘肃省649户问卷调查数据，采用有序Logit回归模型，以及中介效应与调节效应检验方法，基于农户“经济人和社会人”的双重身份属性，探讨资源禀赋、社会规范对农户绿色生产意愿与行为悖离的影响。结果 （1）资源禀赋差异是导致农户意愿与行为不一致的根源问题，软化资源禀赋约束有利于实现农户绿色生产意愿向行为的转化，其中有机肥代替化肥补贴、水利设施完善程度、加入农村合作社、村民之间的信赖关系对抑制农户绿色生产意愿与行为悖离均存在显著作用。（2）个体特征中，户主年龄对农户绿色生产意愿向行为的转化存在负向的干扰作用。（3）社会规范、个人规范均对农户绿色生产意愿与行为悖离产生负向显著影响，而社会规范对农户绿色生产意愿与行为悖离的影响以直接效应为主，可通过个人规范间接负向作用于农户绿色生产意愿与行为悖离。（4）社会规范在经济资本、物质资本、社会资本与农户绿色生产意愿与行为悖离关系中具有正向调节作用。结论 为有效实现农户绿色生产意愿与行为的统一，在农业环境政策的制定中应强调不同农户之间的禀赋差异，同时要注重发挥社会规范作用，积极引导农户向绿色生产行为的转化。

Abstract:

At present, the environmental problems in rural areas are becoming increasingly prominent. It is of great significance to break through the dilemma of "high willingness and low behavior" of farmers in green production for promoting the green development of rural agriculture. Based on the questionnaire data of 649 households in Gansu province, this paper used the ordered Logit regression model, as well as the mediating effect and moderating effect test methods, to explore the influence of resource endowment and social norms on the deviation between green production intention and behavior of farmers, from the perspective of the dual identity of farmers as "economic and social people". The results were listed as follows.（1）Resources endowment difference was the root cause of the inconsistency between desire and behavior of peasant household, softening the constraints of resource endowments was conducive to the transformation of farmers' willingness to green production into behavior, and among them, organic fertilizer instead of chemical fertilizer subsidies, the improvement of water conservancy facilities, joining rural cooperatives, and the trust relationship between villagers have significant effects on restraining farmers' green production willingness and behavior deviation.（2）Among the individual characteristics, the age of household head had a negative interference effect on the transformation of farmers' green production intention to behavior, and the party membership had a negative and significant effect on the deviation between farmers' green production intention and behavior.（3）Both social norms and personal norms had significant negative effects on farmers' green production willingness and behavior deviation, while the effect of social norms on farmers' green production willingness and behavior deviation was mainly direct, and personal norms could indirectly had negative effects on the green production willingness and behavior deviation.（4）Social norms had a positive moderating effect on the relationship between economic capital, material capital, social capital and farmers' green production willingness and behavior deviation. Therefore, in order to effectively realize the unity of farmers' intention and behavior of green production, the endowment differences among different farmers should be emphasized in the formulation of agricultural environmental policies, and the role of social norms should be paid attention to to actively guide farmers to transform to green production behavior.