农户生态养殖模式采纳意愿形成机制研究——基于TPB-NAM整合框架

RESEARCH ON THE FORMATION MECHANISM OF FARMERS’ WILLINGNESS TO ADOPT ECOLOGICAL BREEDING——BASED ON TPB-NAM INTEGRATION FRAMEWORK

关键词:  水禽养殖户  生态养殖  采纳意愿  计划行为理论  道德激励理论

Key words:  waterfowl farmers  ecological breeding  willingness to adopt  theory of planned behavior  norm activation model

摘要:

目的 探索农户生态养殖意愿的形成机制，对促进生态养殖模式推广应用，推动养殖业持续健康高效发展具有重要意义。方法 基于计划行为理论（TPB）和道德激励理论（NAM）的整合框架，文章以江西省、湖北省和云南省527个水禽养殖户为样本，运用结构方程模型实证分析农户生态养殖采纳意愿的形成机制。结果 农户生态养殖意愿受到利己和利他动机双重影响，且利己动机的影响更大；态度对农户生态养殖意愿的提升作用最强；农户的过去习惯虽对其生态养殖意愿无显著影响，但会通过态度和感知行为控制产生作用；后果意识和责任归属通过个人规范间接提升农户的采纳意愿。结论 政府激励农户采纳生态养殖模式时，要兼顾农户的利己与利他动机，一方面要培养农户进行生态养殖的积极态度，强化其对生态养殖模式的认知，另一方面，要加强对农户非生态化养殖造成生态环境破坏的教育；重视相关群体对农户养殖行为的影响，发挥示范带头作用；增强农户对环境问题的普遍认识，培养其保护生态环境的社会责任感。

Abstract:

Exploring the formation mechanism of farmers' willingness to ecological breeding is of great significance in promoting the application of ecological breeding model and promoting the sustainable, healthy and efficient development of the farming industry. Based on the integrated framework of theory of planned behavior (TPB) and norm activation model (NAM), a sample of 527 waterfowl farmers in Jiangxi province, Hubei province and Yunnan province were used to empirically analyze the formation mechanism of farmers' willingness to adopt ecological breeding using structural equation modeling. The results were showed as follows. Firstly, farmers' willingness to adopt ecological breeding was influenced by both self-interest and altruistic motives, and the influence of self-interest motives was greater. Secondly, attitude had the strongest effect on farmers' willingness to adopt ecological breeding. Thirdly, farmers' past habit had no significant effect on their willingness to adopt ecological breeding, but they were controlled by attitude and perceived behavior control; awareness of consequence and attribution of responsibility indirectly increased farmers' willingness to adopt through personal norms. Therefore, the following insights are obtained: When the government motivates farmers to adopt ecological breeding model, it should take into account farmers' self-interest and altruistic motives; on the one hand, it should cultivate farmers' positive attitude towards ecological breeding and strengthen their knowledge of ecological breeding model; on the other hand, it should strengthen education on ecological environment damage caused by non-ecological breeding; pay attention to the influence of related groups on farmers' breeding behavior and play a role of demonstration and leadership; enhance farmers' general awareness of environmental issues and cultivate their sense of social responsibility to protect ecological environment.