College of Landscape Architecture and Art Design, Hunan Agricultural University, Changsha, China.
School of Geography and Planning, Sun Yat-Sen University, Guangzhou, China.
PLoS One. 2021 Mar 11;16(3):e0247407. doi: 10.1371/journal.pone.0247407. eCollection 2021.
This study examines farmers' intentions towards pro-environmental behavior in a famous tourist village in China called Guanshan, whose ecological environment is polluted. By adopting the empirically validated norm activation model (NAM) of Schwartz and merging it with Vroom's expectancy theory, the current research aims to develop a refined framework for understanding the formation of and predicting changes in pro-environmental intention. Field surveys were conducted in Guanshan, which resulted in sample data consisting of 275 valid responses collected by the research team. We develop a refined model, including six latent variables and 24 observational items. The structural equation modeling results show that the final model enjoys a better predictive accuracy of pro-environmental intention than does the original NAM. The study also discovers that the motivational force of expectancy theory significantly influences pro-environmental intention, whose motivational force comes from the impact of valence and expectancy. The pro-environmental intentions of farmers are mainly affected by the environmental personal norm and by a certain degree of personal expectancy. The improvement of farmers' pro-environmental intention needs be promoted in two approaches: the cultivation of personal environmental protection norms and the guidance of producing a desired expectation for pro-environmental intention.
本研究以中国著名旅游村——关山为例，考察了农民的亲环境行为意向。关山的生态环境受到了污染。本研究采用了已被验证的 Schwartz 的规范激活模型（NAM），并将其与 Vroom 的期望理论相结合，旨在为理解和预测亲环境意向的形成和变化提供一个更精细的框架。研究团队在关山进行了实地调查，共收集了 275 份有效问卷。我们构建了一个包含六个潜变量和 24 个观测变量的精细化模型。结构方程模型的结果表明，最终模型比原始 NAM 具有更好的亲环境意向预测准确性。研究还发现，期望理论的激励力对亲环境意向有显著影响，其激励力来自于效价和期望的影响。农民的亲环境意向主要受环境个人规范和一定程度的个人期望的影响。提高农民的亲环境意向需要从培养个人的环境保护规范和引导产生期望两方面入手。
