环境认知与农户绿色生产行为采纳效应研究——兼论有调节的中介效应

ENVIRONMENTAL PERCEPTION AND THE ADOPTION EFFECT OF FARMERS' GREEN PRODUCTION BEHAVIORS*——ANALYZING THE MODERATED MEDIATING EFFECT

关键词:  绿色生产行为  环境认知  互联网使用  信息化基础  采纳效应

Key words:  green production behavior  environmental perception  internet usage  information infrastructure  adoption effect

摘要:

目的 绿色生产行为是农业绿色转型与可持续发展的重要基础，环境认知为推动农户采纳该行为提供关键支撑。方法 文章基于中国乡村振兴综合调查（CRRS）的1 767份农户微观数据，运用Ordered Probit模型探究环境认知、互联网使用对农户绿色生产行为采纳的影响效应，通过逐步回归与Bootstrap法检验互联网使用在环境认知与行为采纳之间的中介效应，并利用层次回归法剖析信息化基础在互联网使用与行为采纳关系中的调节效应，最后从代际与生产规模两个维度进行异质性分析。结果 （1）环境认知对农户绿色生产行为采纳呈显著正向影响，且环境认知每提升1个单位，农户未采纳该行为的概率下降11.4%，采纳1~5种绿色生产行为的概率分别显著提高19.1%、7.9%、16.3%、5.7%与0.6%。（2）互联网使用既直接正向驱动绿色生产行为采纳，又在环境认知与该行为采纳间发挥10.7%的中介效应。（3）信息化基础正向调节互联网使用与农户绿色生产行为采纳的关系，基础越完善，互联网使用的正向赋能效果越显著。（4）异质性分析表明，环境认知对老一代农户影响更突出，互联网使用对新生代农户推动效应更强；环境认知与互联网使用均正向影响小规模农户，大规模农户仅受环境认知正向驱动。结论 建议完善农村信息化基础设施，针对代际农户与不同生产规模实施差异化互联网推广策略，构建可持续发展认知培育体系，推动农户广泛采纳绿色生产行为，加速农业绿色转型与可持续发展。

Abstract:

Green production behavior is a crucial foundation for agriculture green transition and sustainable development, and environmental perception is a pivotal driver for farmers to adopt such behavior. Using the data of 1 767 farmer household in China Rural Revitalization Survey (CRRS), this research employed the Ordered Probit model to explore the impacts of environmental cognition and internet use on farmers' adoption of green production behavior. In addition, it used the stepwise regression and the Bootstrap method to test the mediating effect of internet usage on the relationship between environmental perception and adoption behavior. Furthermore, it adopted the hierarchical regression to analyze the moderating effect of information infrastructure on the relationship between internet usage and behavior adoption. Finally, heterogeneity analyses were conducted across intergenerational and production scale dimensions. The results were listed as follows. (1) Environmental perception showed a marked positive effect on farmers' green production behaviors, and this conclusion remained valid after robustness tests. Marginal effect analysis showed that a one-unit increase in environmental perception reduced non-adoption probability by 11.4%, while increasing adoption probabilities of 1~5 behavior types by 19.1%, 7.9%,16.3%, 5.7% and 0.6%, respectively. (2) Internet usage directly drives farmers' adoption of green production behaviors, which also mediated 10.7% of the link between environmental perception and this adoption behavior. (3) Information infrastructure played a positive moderating role between Internet usage and farmers' green production behavior. (4) Heterogeneity analysis showed that environmental perception exerted a stronger effect for older farmers, whereas internet usage was more impactful for the newer generation. Moreover, while both factors positively affected small-scale farmers, large-scale farmers were driven primarily by environmental perception. Therefore, improving rural information infrastructure, implementing differentiated internet promotion strategies targeting farmers' intergenerational and scale differences, and establishing a sustainable development cognition cultivation system are suggested.