Ren Zhong, Zhong Kaiyang
Business School, Shandong Normal University, Jinan, China.
School of Economic Information Engineering, Southwestern University of Finance and Economics, Chengdu, China.
Front Psychol. 2022 Aug 2;13:922889. doi: 10.3389/fpsyg.2022.922889. eCollection 2022.
Straw burning is one of the important causes of environmental pollution in rural China. As an important green production technology, straw returning is beneficial to the improvement of rural environment and the sustainable development of agriculture. Based on the improved planned behavior theory, taking the survey data of 788 farmers in Shandong, Henan, Hubei, and Hunan provinces as samples, this paper uses a multi-group structural equation model to explore the driving mechanism of subjective cognition on the adoption behavior of farmers' straw returning technology. The results show that behavioral attitude, subjective norm, and perceived behavioral control, which represent subjective cognition, all have significant driving effects on farmers' intention to adopt straw returning technology. Behavioral intention plays a mediating role in the process of subjective cognition driving farmers' adoption behavior of straw returning technology. Government support has a moderating role in the path from farmers' behavioral intention to behavioral response. The subjective cognition of different types of farmers has a significant driving effect on the adoption intention of straw returning technology, but the driving strength weakens with the increase of the degree of farmers' concurrent occupation. This study provides guidance for improving the government's straw returning policy and regulating straw returning behavior.
秸秆焚烧是中国农村环境污染的重要原因之一。秸秆还田作为一项重要的绿色生产技术，有利于农村环境改善和农业可持续发展。本文基于改进的计划行为理论，以山东、河南、湖北和湖南四省788户农户的调查数据为样本，运用多群组结构方程模型探究主观认知对农户秸秆还田技术采用行为的驱动机制。研究结果表明，代表主观认知的行为态度、主观规范和感知行为控制均对农户采用秸秆还田技术的意愿有显著驱动作用。行为意愿在主观认知驱动农户秸秆还田技术采用行为的过程中起中介作用。政府支持在农户行为意愿到行为响应的路径中起调节作用。不同类型农户的主观认知对秸秆还田技术采用意愿有显著驱动作用，但驱动强度随农户兼业程度的增加而减弱。本研究为完善政府秸秆还田政策和规范秸秆还田行为提供了指导。
