政府规制、效益认知对人参种植户绿色生产决策的影响——基于SOR模型的有调节的中介效应分析

EFFECT OF GOVERNMENT REGULATION AND BENEFIT COGNITION ON GREEN PRODUCTION DECISION OF GINSENG FARMERS——AN ANALYSIS OF MODERATED MEDIATION EFFECTS BASED ON THE SOR MODEL

关键词:  人参绿色生产  政府规制  效益认知  代际差异  SOR理论

Key words:  green production of ginseng  government regulation  benefit cognition  intergenerational differences  SOR theory

摘要:

目的 推进人参绿色生产，对提高人参产量与品质，实现人参产业高质量发展具有重大意义。方法 文章基于刺激—机体—反应（SOR）理论模型，以参农效益认知为中介变量，以代际差异为调节变量，运用有调节的中介效应检验政府规制对参农绿色生产决策的影响及内在作用机制。结果 （1）不同维度政府规制对参农绿色生产决策影响存在差异。相较于约束规制与引导规制，激励规制影响效应最大。（2）不同维度效益认知在政府规制与参农绿色生产决策中均发挥着部分中介作用。中介效应排序为：经济效益＞资源效益＞社会效益＞生态效益。（3）社会效益认知与生态效益认知在政府规制影响参农绿色生产决策中发挥的中介作用受到代际差异的负向调节。（4）政府规制、效益认知对参农绿色生产决策的影响具有规模异质性。结论 据此，建议围绕政府与参农两大主体，针对不同年龄、不同规模的参农进行差异化推广，持续推动人参绿色生产。

Abstract:

Promoting the green production of ginseng is of great significance to improve the yield and quality of ginseng and realize the high-quality development of ginseng industry. Based on the theoretical model of stimulus-organism-response (SOR), with the cognition of the benefits of participants in agriculture as the mediating variable and the intergenerational difference as the moderating variable, this research used the moderated mediating effect to test the influence and internal mechanism of government regulation on the green production decision of participants in agriculture. The results showed that: (1) Different dimensions of government regulation had different impacts on the decision of participating in green production. Compared with restraint and guidance regulation, incentive regulation had the largest impact. (2) Benefit cognition of different dimensions played a partial intermediary role in government regulation and the decision of participating in green production. The order of mediating effect was: economic benefit > resource benefit > social benefit > ecological benefit. (3) The mediating role of social benefit cognition and ecological benefit cognition in the impact of government regulation on the decision to participate in green production was negatively moderated by generational differences. (4) The impact of government regulation and benefit perception on the decision to participate in green production had scale heterogeneity. Accordingly, it is suggested to focus on the two main bodies of government and participation in agriculture, differentiated promotion will be carried out for ginseng farmers of different ages and sizes to continuously promote green production of ginseng.