TPB-NAM框架下规模农户绿色优质农产品生产意愿研究——基于江苏省的调查数据

STUDY ON THE WILLINGNESS OF LARGE-SCALE FARMERS TO PRODUCE GREEN AND HIGH-QUALITY AGRICULTURAL PRODUCTS UNDER TPB-NAM FRAMEWORK* ——BASED ON SURVEY DATA OF JIANGSU PROVINCE

关键词:  规模农户  绿色优质农产品  意愿  计划行为理论  规范激活理论  结构方程模型

Key words:  large-scale farmers  green high-quality agricultural products  willingness  theory of planned behavior  norm activation model  structural equation model

摘要:

目的 针对规模农户生产绿色优质农产品的意愿及形成机制开展研究，对于提升绿色优质农产品供给能力、推动农业绿色发展具有重要意义。方法 文章以计划行为理论（TPB）和规范激活理论（NAM）的整合模型作为理论框架，利用江苏省1 228份规模农户调研数据，通过结构方程模型（SEM）对规模农户绿色优质农产品生产意愿的影响因素进行验证分析。结果 （1）感知行为控制和对绿色优质农产品的认知两个变量对生产意愿的影响程度明显高于行为态度、主观规范，且对绿色优质农产品的认知还可通过行为态度的中介效应间接影响生产意愿；（2）个人规范不仅可以被结果意识直接激活，还可通过责任归属的中介效应被间接激活；（3）规模农户在考虑生产绿色优质农产品时，出于成本—收益的“利己”动机要高于出于道德义务感的“利他”动机；（4）随着种植面积的增加，感知行为控制和个人规范对绿色优质农产品生产意愿的影响效应逐渐增强。结论 要兼顾“利己”和“利他”两个维度，发挥规模农户行为态度、主观规范、感知行为控制、对绿色优质农产品的认知、个人规范的积极作用，激发规模农户绿色优质农产品生产意愿，扩大绿色优质农产品供给。

Abstract:

To study the willingness and formation mechanism of large-scale farmers to produce green and high-quality agricultural products is of great significance for improving the supply capacity of green and high-quality agricultural products and promoting the green development of agriculture. Taking the integrated model of theory of planned behavior (TPB) and norm activation model (NAM) as the theoretical framework, using 1 228 survey data of scale farmers in Jiangsu province, a structural equation model (SEM) was used to verify and analyze the influencing factors of scale farmers' willingness to produce green and high-quality agricultural products. The results were showed as follow. The influence of perceived behavioral control and cognition of green high-quality agricultural products on production intention was significantly higher than that of behavioral attitude and subjective norm. Moreover, individual norms could be activated not only directly by the consciousness of consequence, but also indirectly through the mediating effect of responsibility attribution. When large-scale farmers considered the production of green and high-quality agricultural products, the "egoistic" motive out of cost-benefit was higher than the "altruistic" motive out of moral obligation. With the increase of planting area, the influence of perceived behavioral control and individual norms on the willingness to produce green high-quality agricultural products gradually increased. Therefore, in the future, the two dimensions of "egoism" and "altruism" should be taken into account, and the positive role of behavioral attitudes, subjective norms, perceived behavioral control, cognition of green and high-quality agricultural products, and personal norms of large-scale farmers should be played to stimulate the willingness of large-scale farmers to produce green and high-quality agricultural products and expand the supply of green and high-quality agricultural products.